If you don’t know your RFM from your ERA, it’s time to learn more about database marketing. This site is home to Arthur Hughes, author of “Strategic Database Marketing” and industry guru. At the site, he shares over 100 excellent articles covering everything from RFM basics to CRM to calculating customer lifetime value. The Database Marketing Institute is devoted to research and education, and educate it does. If you have been less than satisfied with your email marketing or other direct marketing efforts, it might be time to brush up on some of the basics. [WDFM Annotation]
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