Rust, Roland T.; Verhoef, Peter C. - In: Marketing Science 24 (2005) 3, pp. 477-489
conduct a longitudinal validation test to compare the performance of our model with that of commonly used segmentation models …-frequency-monetary value (RFM), or finite mixture segmentation in predicting the effectiveness of intermediate-term CRM. The empirical results … project a significant increase in intermediate-term profitability over all of the competing segmentation approaches and a …