Making a Plan: How to Develop Three-year Projections
But what happens to the housefile for your lower RFM segments?
Each of these segments has a growth rate — positive or negative. By comparing the counts of each segment over the previous year or two, you can estimate this growth percentage and project a reasonable count for each segment. To simplify this process, many marketers use blended counts, such as the 12-month file, 13-24-month file and so on. On a spreadsheet, try the following:
- Companies:
- J. Schmid & Assoc.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
