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Ernie Schell
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Of course, you have to use a best-guess formula to account for unsourced Web orders, but such formulas can be more than adequate to decide on next season’s mailings and promotions. Moreover, the arithmetic method also can yield reasonably good segmentation analysis, based on pre-season and post-season analysis of recency, frequency and monetary (RFM) value.
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Ernie Schell
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