This article was first published as “Marianne’s Mining Minute” in the APRA Upstate New York chapter’s newsletter, 2009. What It Is Recency, frequency, and monetary value is a collection of measurements used by data mining firms to assess a customer’s potential. Called RFM, this tool… Read More »An Argument Against RFM for Major Gifts Modeling, and How to Use It, Anyway
This article was first published as “Marianne’s Mining Minute” in the APRA Upstate New York chapter’s newsletter, 2010. In data mining, we frequently choose the dependent variable that is easiest to acquire from our primary databases. Most often, we start with the prospect’s lifetime giving… Read More »Understanding Lifetime Value, Single Gift, and Movement
This article was first published as “Marianne’s Mining Minute” in the APRA Upstate New York chapter’s newsletter, 2009. When starting a data mining project, we are often challenged by our management to “go do some data mining.” We can get stuck from there, unless the… Read More »The First Step in Donor Modeling: Figure Out the Question