Larry Chase's Web Digest for Marketers
WiseGuys Marketing Analysis Software - WiseGuys enables you to do RFM (Recency, Frequency, Monetary) analysis right from your desktop - and thus identify those customers most likely to respond to whatever offer you are cooking up right now. It links to your order entry system. Written in Microsoft Access, it automatically households files, segments customers into quintiles and assigns RFM scores to customer records. You can also apply lifetime value analysis to identify profitable customer segments. It was created by a database marketing company president and instructor at Johns Hopkins University when he and his students realized that RFM analysis was much easier in theory than in practice and that no off-the-shelf program existed to provide RFM capability. You can request a demo at the site.
Data at Your Fingertips: Desktop Reporting Tools That Help You Measure Business Performance. - Inside Direct Mail, January 2005 issue
Desktop Marketing, Inc. offers this marketing analysis software that links to a marketer's order entry system. Written in Microsoft Access, it automatically households files, segments customers into quintiles and assigns RFM scores to customer records. Users can apply lifetime value analysis to identify profitable customer segments and conduct response analysis to measure the effectiveness of direct marketing campaigns. Data filters help marketers reduce data anomalies that might skew analysis results. WiseGuys can be licensed in three different versions: Enterprise, Mail Order Manager customers and MySQL.
Closer Look: WiseGuys Marketing Software Catalog Age, April 2004 issue
Here is an excerpt from the article, written by Ernie Schell, an industry veteran:
A bold statement, but nonetheless true: WiseGuys is the only stand-alone target marketing software available that uses RFM analysis.
With this kind of bang for the buck, and for so few bucks, at that, WiseGuys is a no-brainer for companies still stuck in 'Excel hell'.