White Papers

Customer Loyalty Surprises and Myths

What Loyalty Builders learned, often unexpectedly, as it delved deeper into customer loyalty.

RFM vs. Loyalty Builders' Modeling

Compares Loyalty Builders methodology to a typical RFM analysis.

How to Use a Loyalty Analysis

Describes how to apply analysis results to manage customer loyalty; our most important white paper.

Purchase Probability Types

Differentiates between the four types of purchase probabilities calculated by Loyalty Builders, including when to use each type.

The Mathematics of Customer Loyalty

A technical description of the Loyalty Builders' model, for more mathematically oriented readers.

The Loyalty Building Cycle

An easy-to-read introduction to the Measure - Analyze - Act process

Quantifying Customer Loyalty

An introduction to measuring customer loyalty

Field Guide to Mathematical Marketing

An introduction to Mathematical Marketing, including behavioral targeting, risk assessment, testing, and what-if analysis.