Customer Marketing Workshop
If you would like to get together and just have a free-for-all
discussion of how to start making sense of your client's data and how
to make more money with customer marketing, we can do that.
We'll touch on the subjects below, and follow whatever path you would
like to take. Some companies like structure; other companies
don't. Choose your poison.
For companies who like a structure to follow, there are generally
three parts to the High ROI Customer Marketing design process:
1. Discovery - I find out as much as possible about the
business from the participants so the workshop language and ideas can be customized
business. Lots of questions for you; you should bring any
internal reports you have to facilitate answering these
questions. "We don't know" is a common answer and is
perfectly OK. We'll get there.
2. Background - I provide general information on customer behavior
analysis and customer retention strategy to make sure all participants
are "up to speed" on the relevant issues. It is very
important all participants understand the fundamental concepts of
customer behavior and the metrics used to monitor this behavior.
3. Customer Scoring - basic behavioral scoring techniques and
how they are used to develop high ROI retention programs. You
will learn several different approaches and we will determine which of
these might be best suited for your business and capabilities.
All you need is basic data query capability to implement customer
scoring; no advanced software or data-mining capabilities are
4. Using Customer Scores - implementing the scores, scoring
multiple behaviors for the same customer, and the interaction of scores
with other customer data. You will learn how the scores are used
to select customers for promotions and predict the response rate of a
campaign before it is run.
5. LifeCycles and LifeTime Value - how scores are used to
track and predict LifeCycles, determine maximum profitability "marketing
trigger points," and compare the relative future value of
customers by behavior / characteristic pairs. You will learn how
to display the LifeCycles of different customer groups visually, and
how to use these displays to improve the ROI of new customer
acquisition and existing customer retention promotions.
6. Advanced Behavior Profiling - integrating the LifeCycle
into reporting methods to create "customer behavior mapping"
system flags and reports. You will learn how to create the "early warning system"
in a comprehensive retention program. This system gives you a "heads up" on
future retention challenges.
7. Financial Modeling - simple formulas used to predict the financial outcome of high ROI marketing
promotions and customer retention programs. You will learn how
to use customer scores to run "what if" scenarios and
predict the profitability of customer marketing.
8. Program Optimization - testing methods and program levers
used to maximize revenues while further reducing costs. You will
learn how to tweak your approach, deciding for each promotion in
advance whether to drive top-line sales or bottom-line profits.
9. Best Customer programs - specialized offers, measurement
techniques, and testing situations encountered with these
programs. You will learn about using control groups for
measuring the profitability of promotions without a response element,
random sampling, subsidy costs, and halo effects.
10. Wrap Up, Unique Situations, Q & A - CRM rules-based
integration with behavior-based scoring, seasonal adjustments to
models in retailing, interactive versus offline LifeCycles. You
will learn the answers to additional questions you may have.
team can talk with me by phone or by e-mail as many times as they need
to for 60 days after the seminar for clarification or interpretation
of your results. Your ROI on this seminar could be 2000% in a
If you want a more detailed description of the approach we will be
taking, please review the contents of the Drilling
Down book. Depending on the skills / staff available to you,
perhaps you can develop a solution by purchasing the book and proceeding on your own.
Up to you!