Multichannel Marketing: Planning 2010: The Game Has Changed

To determine appropriate contacts, customer segmentation should be far more granular, based not only on RFM (recency, frequency and monetary value of past purchases), but also other predictors such as customer origination (store, catalog mailings, search engine optimization, SEM, eBay, Amazon.com, affiliates or comparative shopping sites); channel of orders (store, web or phone); response to emails, blogs, Facebook or Twitter; method of payment (check, credit card or online payment service); purchase in store; type of promotional offer; and product category purchased.