Jim answers questions from fellow Drillers

(More questions with answers here , Work Overview here , Index of concepts here )

Topic Overview

Hi again folks, Jim Novo here.

Where does all this kind of thinking on customer retention and value over time eventually lead you? Well, often right to Finance. Because you see, the more you can do to convince Finance the activities you are in engaging in are increasing profits for the company – and Finance truly believes this because they participated in the creation of the systems, models, and validation – the more likely your budgets supporting these activities will increase.

Simple as that. You’re not afraid of Finance, are you? Good! On to the Drillin’ …

Q: Been reading through your site a bit. I run the CRM and online marketing at (large airline) – a business with roughly XX million customers and X.X million members in our loyalty program. Interested in your thoughts about RFM algorithms as well as aggregated scoring.…