N. Ramasubramani  (Ram) is regional director of Loyalty Marketing with SurfGold, a leader in loyalty marketing solutions. He is responsible for strategic planning for the organization across the region. Ram has more than 20 years of brand building direct marketing and relationship marketing experience. You can reach him at ram_n@surfgold.com .

Share of Wallet: A Measure of Loyalty?
May 1, 2007 If share of wallet is really an indicator of loyalty, how versatile is it and what are its limitations?

Limitations of Recency in the Context of Loyalty
September 13, 2005 The objective of this article is to scrutinize the validity of one of the variables used in the RFM model, namely recency, and...

Beware of Retention Rate Ideas
June 11, 2004 Do not equate loyalty with retention rate. It might be better to use retention rates in conjunction with an...