September 1, 2007
1. KEEP all channel and primary source data that lets you segment deeper than recency, frequency, monetary. RFM segmentation is no longer enough when mailing your housefile. 2. CAPTURE the original source for Web buyers whenever possible because you’ll want to segment by it. Price-comparison, shopping-engine buyers may respond differently than affiliate buyers, paid and organic natural search buyers, or Web buyers driven by your catalog. 3. DIVIDE your buyers by purchase channel. Segment traditional telemarketing buyers, Web buyers who purchased after receiving a catalog and Web buyers who’ve never received a catalog. Tag each order by purchase channel so you can identify
