Advanced Articles
The following articles are not part of the
introductory Drilling Down method tour, 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 Retention and Loyalty techniques
you might want to take the Drilling Down Method tutorial.
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
CRM ROI: 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
Behavioral and LifeCycle Modeling in the
Utility / Telecom / Insurance Business
Customer Retention and Modeling in the
High Ticket / Durable
Goods 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
Monitoring
Visitor Conversion Using WebTrends
Getting Up to Speed on Database and Direct
Marketing
Micro versus Macro Analytical Approach
to CRM
"Pre-CRM"
Testing Techniques - The Potential for Marketing ROI
How To
Measure Future Customer Value and Manage it with 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)
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