Jim answers more questions from fellow Drillers
Want to see additional questions & answers from fellow Drillers?
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Q: In our business (airline) – particularly on the loyalty side – we’ve been using both RFM as well as lifetime and current cumulative totals. For instance in our mileage program, we look at both lifetime miles earned and used as well as current balance.
Does that seem appropriate?
A: Well, I guess the question is appropriate for what purpose, what action are you driving to?
For example, if you were to divide metrics into “strategic” and “tactical”, meaning “for management / long-term planning” and “for campaigns / taking short-term action” then you get different answers.
Continue reading Offline Engagement Modeling