Other types of analysis include

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A common method of behavioral segmentation is RFM (customer value), in which customers are placed into sub segments based on the recency, frequency, and monetary value of past purchases. Van den Poel (2003)[6] gives an overview of the predictive performance of a large class of variables typically used in database-marketing modeling.They may also develop predictive models, which forecast the propensity of customers to behave in certain ways.


For instance, marketers may build a model that ranks cocos islands keeling email list 150000 contact leads customers on their likelihood to respond to a promotion. Commonly employed statistical techniques for such models include logistic regression and neural networks.:Impact assessment helps a business to understand how actions taken by the business affected their customer behavior, and also allow for some predictions of customer reaction to proposed changes.Customers as assets measures the lifetime value of the customer base and allows businesses to measure several factors such as the cost of acquisition and the rate of churn.



Cross-sell analysis identifies product and service relationships to better understand which are the most popular product combinations. Any identified relationships can then be used to cross-sell and up-sell in the future.Critical lag allows a business to deliver specific customer communications based on an individual's purchase patterns, helping to increase loyalty and improve customer retention.Laws and regulationsAs database marketing has grown, it has come under increased scrutiny from privacy advocates and government regulators.