Drilling Down

Turning Customer Data into Profits

 with a Spreadsheet

Site and Book topic:

Maximizing marketing ROI with customer behavior analysis


Learn Methods, Metrics
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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)

I want to take the Introductory Method Tour First

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Learn Customer Marketing Models and Metrics (site article list)