The Drill Down

Case Studies in Modeling

One of the largest gardening supplies catalogs found its RFM models were inadequate when it acquired a competitive catalog a few years ago. Concerned with potentially wasting many catalogs on unresponsive customers, missing revenue opportunities and experiencing higher costs than necessary, it decided to take a different modeling approach. Its executives especially wanted to improve their method for distinguishing avid gardeners from casual buyers to determine which catalog each customer would be mailed.