Eckler’s Approach to 3-Year Planning Puts Customer Data, History to Work

Measurable Segmentation
As for segmentation, Gaines and Valentino recommended the following good/better/best scenario.

Good: divide your file into measurable buckets;
Better: use RFM to segment your file and measure the performance of buyers, prospects and requesters; and
Best: use RFM and other data, such as modeling, optimization or product purchase attributes, to further determine the best records to contact over the course of a year.