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Tutorial: Latency
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Expiring Articles  6/4 - 6/18

The following "must read" articles will move into the paid subscription archives of their respective web sites after the date listed below, so check them out soon!  

Fundraising Goes Beyond Donations
Expires June 12, 2003  DM News
Besides some good advice on fundraising, this article has a "Top 10 Reasons Why Donors Stop Contributing" list, a real eye-bugger when you see things like "Charity Didn't Remind Donor" at 3.3%.  Egad.  Doesn't mention RFM modeling to keep donors on track though; a 192% increase in ROI is nothing to sneeze at.

Hey Jim, did you read any other great articles lately I might have missed?

**** Modeling - No Routine Matter
No expiration  Direct Magazine
This is a great little collection of short stories on customer analysis gone bad - and what to do to keep it from happening to you.  Usually, it's because the modeler doesn't know exactly what the data is or the marketer has not been clear in specifying the desired outcome.  Best story I've heard lately: In modeling lead conversion to sale, the data-mining team comes back and says, "Best leads have first name of John."  Um, gang, that's the most popular male first name in the U.S., isn't it?  So maybe there is a natural bias to this result?

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This is the original Drilling Down web site; the advice and discussion continue on the Marketing Productivity Blog and Twitter.

Download the first 9 chapters of the Drilling Down book here: PDF
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