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Database Guru Calls ‘BS’ on Lifetime Value Detractors
9/6/11 By Ken Magill Don’t think lifetime value is a valid metric in email marketing? Well, database marketing expert Arthur Hughes has one word for you: nonsense. Last week’s piece in which Chris...
View ArticleCall it E-RFM
Recent developments in e-mail marketing are creating new possibilities for an old set of catalog metrics: recency, frequency and monetary value. Here’s the twist. RFM has long been used in cataloging...
View ArticleDatabase Guru Eyes E-mailers
Arthur Middleton Hughes thinks he may be able to teach e-mail marketers a thing or two. And he could be on to something. Combine Hughes’ status as a longtime database consultant with e-mailers’...
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