Jim’s Intro: Here’s a more complex model using Recency and Frequency to rank the LifeTime Value and likelihood to respond of customers relative to each other.

Have you ever heard somebody refer to his or her customer list as a “file”? If you have, you were probably listening to someone who has been around the catalog block a few times. Before computers (huh?), catalog companies used to keep all their customer information on 3 x 5 cards.