For a long time, master data management (MDM) practitioners boasted about their ability to build a 360° view of customers by aggregating and proactively managing information coming from various business applications such as CRM systems, ERP applications, and other operational systems. But was it really a 360° view? What about
Recency, Frequency, and Monetary Analysis (or RFM) is a popular customer segmentation technique employed by database marketers everywhere. Marketers use RFM to identify which customers are most likely to respond to a direct marketing campaign. The model takes into account three simple metrics: How recently did the customer buy from
I'm always looking for ways to make my job sound more relevant to people who ask me, "so what does SAS do?" SAS does so much that I can't possibly list it all, so I need some umbrella terms that can capture the essence of it (and still keep the
