Analysis

Your dashboard says NPS is up 15 points week-on-week. Email's already drafted. Then you stop — was that real, or just sampling noise? Take credit for the rise this week and you'll be taking blame for the drop next week. Here's how to tell whether NPS has really changed, with a downloadable spreadsheet to check for yourself.

Database marketers have used Recency-Frequency-Monetary scoring since direct mail was the cutting edge — and Recency is consistently the best predictor of response. So how does NPS link to RFM? It turns out there's a clear, useful overlap that lets you combine both signals to predict next-best customer behaviour.