Print-Plus: Keeping Your House in Order

Once you have this information, you can begin to segment your buyers by recency, frequency and monetary (RFM) value. This information is critical for both small and extremely large-scale marketing campaigns. As your campaigns get slightly more sophisticated, you might want to include additional information into your housefile such as phone and fax numbers, email addresses (a must), gender, age, categories of products purchased, income, and other demographic or purchase information. These are just a few examples of the types of information that can be maintained in your housefile to give you a more robust marketing database.