Drilling Down Home Page Turning Customer Data
into Profits with a Spreadsheet
The Guide to Maximizing Customer Marketing ROI

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Workshops, Project Work: Retail Metrics & Reporting, High ROI
Customer Marketing

Marketing Productivity Blog

8 Customer
Promotion Tips


Customer Retention

Customer Loyalty

High ROI Customer Marketing: 3 Key Success Components

LifeTime Value and
True ROI of Ad Spend

Measuring Retention
in Online Retailing

Pre-CRM Testing for
Marketing ROI

Measuring CRM ROI

CRM Analytics

Behavior Profiling

See Customer
Behavior Maps

About the Author

Book Contents

 What is in the book?
 Productivity Blog
  Simple CRM
 Customer Retention
 Relationship Marketing
 Customer Loyalty
 Retail Optimization
  Visitor Conversion
  Visitor Quality
Guide to E-Metrics
  Customer Profiles
  Customer LifeCycles
  LifeTime Value
  Calculating ROI

  Recent Repeaters
  Retail Promotion
  Pre-CRM ROI Test
  Tracking CRM ROI
Tutorial: Latency
  Tutorial: Recency
  Scoring Software
  About Jim

Enterprise Level Systems

The likelihood to respond / relative future value scoring method described in the Drilling Down book is based on one of the most fundamental and predictive customer behavioral scoring algorithms in database marketing.  In fact, most other predictive modeling techniques will find the core RFM variables as highly predictive of future customer value.  For example, both a top-down regression model and a bottoms-up data-mining training session will find Recency as very highly predictive of customer response to promotional efforts.

For this reason, more advanced users can take the Drilling Down methods and models explained in the book and use them to mimic the functionality of enterprise class systems that analyze customer behavior and customize the website experience based on this behavior.  All you have to do is create the loyalty scores in your customer database and use a simple Perl script to modify the website presentation based on loyalty score.  For example, you could create an anti-defection campaign where best customers with falling loyalty scores could be automatically presented with a discount or gift.

If you are unfamiliar with these systems and how they are used, you might visit the vendor sites for more detailed information.  Below is a list of resources, not in any particular order, where you can learn more about the use of predictive customer modeling in enterprise class systems.

"How To" Article:
Measuring the ROI of CRM Implementations

Overview of Issues and Software

Interactive Week 10/2000     

PC Magazine  01/2001

Information Week  10/01





SAS e-Intelligence     


Broadbase (now a part of Kana)


Tealeaf Technology     



Onyx Software

Accrue Software     

NetGenesis (now a part of SPSS)

Data-Mining Tools


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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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