2. Blog topics generating high interest among subscribers fuel more detailed
articles on the topic in the e-mail newsletter format; a list of all articles on the site can be found here.
for Creative Ideas
December 21, 2006 Target Marketing
“Doing something” with the data seems to be the place everybody gets stuck. They can run reports, create segments and so forth, but then get bogged down with what to do next. This article talks about how the behavior you see in the database can be converted to creative execution for both B2B and B2C.
New World of Sophistication
December 12, 2006 CRM Magazine
Article speaks to all the CRM activity focused on “improving the customer experience” in 2006. This is a fine (if not obvious) goal but I hope people are going to drop the silos and get cross-functional attitudes and analytics. The gnarliest customer experience problems are often cross-functional in nature because they don’t have an identifiable champion, so are allowed to fester and grow. This means solving these problems often generates the highest ROI of any customer-centric project being considered.
Business is Business
Process Improvement Anyway?
November 7, 2006 CIO Magazine
Companies again see business process management (BPM)—the practice of continually optimizing business processes through analysis, modeling and monitoring—as a systematic approach for solving business problems and helping them meet their financial goals.
But who should be in charge, IT or the functional business
Can Get to Know Your Guest
November 23, 2006 CRMGuru.com
Wide-ranging interview with Jim VonDerheide of Hilton Hotels
covers increasing marketing productivity in a service business as
well as the interface between marketing and IT.
***** Is Marketing ROI Dead?
October 26, 2006 Chief Marketer
No, it's not dead, but the focus of it is shifting from "Campaign ROI"
to "Customer ROI" because the increase in profitability is so
huge. Retention marketing finally comes of age.
**** Marketing Budgets: Zero Sum Wins
October 17, 2006 Chief Marketer
Marketing is finally being represented in a language the CFO understand.
That's a concept I took a shot at five years ago and
the whole "accountability" thing now seems to be playing out nicely
for those with the data!
** Transactional Data: The Missing Ingredient
in Your Retail Marketing Strategy
October 8, 2006 Chief Marketer
This is a pretty solid article as it goes but then turns into a pitch for using
cooperative databases in retail acquisition. Not a bad idea but old as the
hills...still, I'm sure many people have not heard of it so here it is.
September 22, 2006 Chief Marketer
Keeping analysis simple and relevant often provides the most powerful and
actionable information. Avoid analysis paralysis!
September 09, 2006 Multi-Channel Merchant
Sometimes you simply do not have all the numbers you would like to have.
Instead of giving up, do some intelligent guessing based on your experiences in
August 27, 2006 DM Review
Good review of all the different ways LifeTime
Value can be used to improve marketing ROI.
*** Top Marketers
Forecast Spending Impact
August 6, 2006 Chief Marketer
Apparently there is a new breed of marketing person, one that is being labeled
as "capable and confident". How do they get this way? They
play by the numbers.
July 18, 2006 Intelligent Enterprise
A great article with tangible examples of using customer analytics to
improve service delivery. This is a classic high ROI situation and an
example of the kinds of things marketing should be responsible for / paying
attention to (see article below for more on this idea).
July 2, 2006 CIO Magazine
An interesting article from a former CIO with ideas on how to properly run the
IT function. I think much of this applies to the Marketing function as
well; I see too many marketing people who "silo themselves" and don't
really understand the business. Some of the highest ROI marketing
breakthroughs come from a full and complete understanding of the business.
Data to Predict What Happens Next
June 28, 2006 Information Week
It's finally happening out there, people are using predictive modeling to
predict everything from airline safety to patient care to crime. And you
can bet that at the center of many of these models you will find Recency
or Latency in some form. Can these
simple models help your business increase
sales / lower costs?
**** From Acorn to Mighty Oak
June 17, 2006 BI Review
This is a great story about a very simple idea - can a bank measure
"customer convenience" using ATM and branch transactional data?
And if so, can this data be leveraged to improve customer
retention? Turns out the answer is yes to both questions - and a
revolutionary change in the banking business model.
**** Creating Effective KPIs
June 8, 2006 DM Review
This is an excellent article on creating KPI's, speaks to both lagging and leading
indicators. Also reviews pitfalls, provides examples, and takes the
heretical view that KPI's must be tweaked over time, which I agree with.
Hey, it's great that we're all finally monitoring the business, but let's do it
Ways Process Excellence Impacts Corporate Performance Management
May 25, 2006 DM Review
Recently some of the CRM "gurus" have been talking about how you can't
focus on process / apply Six Sigma -like discipline in the soft parts of a
business like customer services and marketing. I beg to differ, as does
this chap does while providing examples.
**** Take action on data
April 27, 2006 Multichannel Merchant
You've got the data, now what do you do with it? Some classic strategies
that always seem to work, online or off - if you understand the psychology
of the customer.
April 23, 2006 Knowledge@Wharton
Complexity causes friction. How can you go about optimizing your
products and services, just like you are optimizing your web
site? This set of 3 articles provides some leadership on the
issue. The core idea behind reducing friction is a focus on the
customer's Buying Process rather than your Selling Process.
**** Think Inside the Box
April 14, 2006 Catalog Success
It's really surprising how few online retailers take advantage of "the
box" - the packages shipped to the customer. Off-liners have been
optimizing the box for years, and this article outlines a lot of the best ideas.
*** What You Need to Know About
7, 2006 Catalog Success
Offers is another area where the onliners could learn a few things
from the offliners. Think you know how to measure the success of
an offer? If you are relying on response rate, you're not even
close. Learn the right way to make and measure offers do it in
March 23, 2006 Multichannel Merchant
The off-liners are making great progress with integrating online
marketing, but what about you onliners? Do you know how to drive
profits with offline marketing sources? This is a pretty
comprehensive look at one way to go about it. If you like using triggers
for retention, you'll love using them for acquisition.
challenge - better decisions through integrated tracking
March 12, 2006 Multichannel Merchant
So how good are you at tracking order source across your multi-channel
view? This is an excellent article on advanced methods for
sourcing orders back to origin. Beware, there is math
involved...and you should learn it. Fear not, you can do it with
February 20, 2006 Optimize Magazine
Now you're talking. This article blends some of the thinking in my
"Six Sigma Everything" presentation to the 2005
eMetrics Summit and my article Creating
Analytical Cultures, but from a different perspective. To the traditional list of
business differentiators - product innovation, customer intimacy and operational
excellence - can we add "analytics", meaning superior knowledge about
customers and processes? Some in the web analytics community, for example here
seem to disagree with the core idea of "enterprise analytics". Well,
I've seen this movie before, and I can tell the difference between
"reporting" and "analysis". The first is non-rigorous
and is built solidly around the principle of CYA. The second yields real
intelligence on a macro scale.
Profit With Customer Segmentation
February 12, 2006 DM News
Arthur Middleton Hughes, a legend in the DM business, serves up an extremely
complete description of all that should go into a proper customer segmentation
plan. Need some help with defining those segments? To get the most
actionable results, do not start with product and / or demographic
with segmenting by behavior.
January 19, 2006 CMO Magazine
This is a fantastic piece on a large scale Six
Sigma Marketing implementation at Xerox. The bottom line: it can be
done and you could save millions doing it.
See "Classics" Article List
(more articles on the web outside this site)
List of Articles on this Site
Past Drilling Down Newsletters
Customer Marketing Tutorials
Making Money with
the Customer LifeCycle: Trip Wire Marketing (4
the Potential Value of
Customer Groups (5 pages)
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
Making Money with the Customer LifeCycle: Latency
Customer Retention and Modeling in the High Ticket / Durable
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
Getting Up to
Database and Direct Marketing
Micro versus Macro Analytical
Approach to CRM
Testing Techniques - Determining
Potential for Marketing ROI Before You Buy
Measure Future Customer Value and
Manage it with High ROI E-mail
Tracking the Potential Profitability
True Campaign ROI Links
to LTV (Lifetime Value)
in Online Retailing
Measuring Customer Retention - Basic
Customer Response, Retention
and Valuation Concepts
Calculating LifeTime Value (LTV)
Calculating Return on Investment
Topics for those new to
customer-based marketing approaches:
Three Steps to High ROI Customer Marketing
of Relationship Marketing
of Customer Retention
of Customer Loyalty
Tutorial: Using the Latency
Tutorial: Using the Recency Metric