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

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Book Includes all tutorials and examples from this web site

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About the Author

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

Customer Profiling

Behavioral Modeling

Customer LifeCycles

LifeTime Value

Calculating ROI

About the Author

 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

Advanced Customer Marketing Articles

The following articles are not part of the introductory Drilling Down method tutorial, they cover advanced topics for specific circumstances.  If you would like a more in-depth view into the "how to" of customer retention and loyalty programs, go ahead and read them.  

Note:  Some terms and concepts used in the following articles may be unfamiliar to you; for background information on Customer Marketing measurement techniques you might want to take the tutorial: Comparing the Potential Value of Customer Groups.

You can also review a backgrounder on this approach to modeling customer behavior.

Recency: The Web Retailing Example

Case Study: Non-Profit Scores 192%
Increase in ROI using RFM Model

Latency: The B2B Software Example

Latency: The Hair Salon Example  

RFM versus Predictive Modeling  

Lifetime Value, I'd Like
to Introduce You to the CFO

Extending the Customer LifeCycle

Should You Build a Data Warehouse?

High ROI Latency Promotion

Making Money with the Customer LifeCycle: Latency Profiles

Customer Retention and Modeling in the High Ticket / Durable Goods Business

Behavioral and LifeCycle Modeling in the Utility / Telecom / Insurance Business

Making Money with the
Customer LifeCycle: Customer Latency

Making Money with the Customer
LifeCycle: Trip Wire Marketing

Save Money Marketing
to One-Time Buyers

Use Recency Metrics to Make
More Money on Your Promotions

Micro versus Macro Analytical
Approach to CRM

"Pre-CRM" Testing Techniques - Determining
Potential for Marketing ROI Before You Buy

How To Measure Future Customer Value
and Manage it with High ROI E-mail

Tracking the Potential Profitability
of B2C CRM Implementations

Measuring Customer Retention
in Online Retailing

True Marketing Campaign ROI Links
to LTV (Lifetime Value)

Measuring Customer Loyalty 
(Recent Repeater model)

Customer Response, Retention
and Valuation Concepts
(RFM model)

Customer Lifecycles

Calculating LifeTime Value (LTV)

Calculating Return on Investment (ROI)

View Sample of Book and Software ReadMe


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Twitter: @jimnovo

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Learn Customer Marketing Concepts and Metrics (site article list)


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
Purchase Book           Consulting