Category Archives: Analytics

What is a New Customer? Are we talking about the same thing?

May 11, 2021 | Posted by Elisa Berger, Ph.D.

The number of new customers is a popular KPI request of a database provider. Believe it or not, there is more than one way to answer the question and key factors that can impact measurement. 1. Determining Original Purchase The … Continue reading →

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Improve Customer Retention by Targeting Segments in Motion

March 15, 2019 | Posted by Elisa Berger, Ph.D.

The ever popular and highly predictive “RFM” metric provides a static point in time view of your customers by their purchase total and number of months since last purchase to date.  In general, more recent customers with higher dollars and … Continue reading →

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List Rental: Modeling Choices (Non Co-Op)

March 17, 2009 | Posted by Elisa Berger, Ph.D.

Finding incremental list rental universe that performs at your desired contribution threshold is critical when optimizing new customer acquisition. Marketers renting vertical lists who want to go beyond hotline prospects or turn a mediocre list into a winner have found great … Continue reading →

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