He taught me the meaning of RFM. Don Libey Is Dead at 71
March 18, 2015
Back in the 80’s I was just a kid getting out of college and not knowing what I wanted to do. I wound up working for the MIS department of a Mail Order Company called Creative Computers in Southern California. Back then you wore many ‘hats’. At one time my business card actually said MIS Manager, Operations Manger and Mail Order Manager. I had know idea how the decision to work there, running the Mail Order Department, and selling Commodore Amiga Computers, would shape my life. I had no idea eventually I myself would be a consultant too, helping other Direct Marketing companies.
I remember first hearing Don speak at a Smith Gardner & Associate conference. He had a yellow flashlight that had a red expanding tip that he used to point during his presentation. His message was always so spot on. He made us all laugh; sometimes at our selves. He really made me re-think customer service and it changed how I managed my mail order department. He was a great speaker who knew how to entertain and at the same time get the point across to a cataloger. A visionary in his own right.
Do you remember the National Catalog and Operations Forum, NCOF? It must of been the mid 90’s that I attended my first one. And the key note speaker that year was none other than Don Libey himself. It was during that conference that I decide I had to know more about Recency, Frequency and Monetary Value.- Yep, I purchased one of his books. Remember, there was no Amazon back then. I had to actually pick up the phone and buy it directly from Libey LLC! The book I remember was about $150. And you know what? It was because of that book that I truly understand catalog analysis today. Don really did teach me what I know about RFM. And that book was worth every penny!
I am saddened to hear he past away this weekend. I am sure those of you in the Ecometry community can remember him speaking at a M.A.C.S. conference in Florida in the late 80’s and early 90’s. I remember one of his closing lines at the end of his speech, kind of a mantra to all the catalogers;
“Go forth and multiple”
Don Libey, thank you for all you taught me. You will be missed by myself and many catalogers around the world.