Thanks for visiting the original Drilling Down web site!  

The advice and discussion continue on the Marketing Productivity Blog and Twitter: @jimnovo

Read the book-
First 9 Chapters: pdf

Get the book at

Relationship Marketing, Customer Loyalty, and Retention book

Customers Speak Up on Book & Site

Workshops, Project Work: Retail Metrics & Reporting, High ROI
Customer Marketing

Fresh Customer
Marketing Articles

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

Intro to Customer
Behavior Modeling

Customer Model:

Customer Model:

Customer Model:
Recent Repeaters

Customer Model:

Customer LifeCycles

LifeTime Value

Calculating ROI

Mapping Visitor

Measuring Retention
in Online Retailing

Measuring CRM ROI

CRM Analytics:
Micro vs. Macro

Pre-CRM Testing for
Marketing ROI

Behavior Profiling

See Customer
Behavior Maps

Favorite Drilling
Down Web Sites

Book Contents

Contact Jim Novo



Drilling Down

Turning Customer Data into Profits

 with a Spreadsheet

Site and Book topic:

Maximizing marketing ROI with customer behavior analysis

Learn Methods, Metrics
(site map)

Marketing Productivity Blog

[ Home ]   [ FAQ ]   [ Search ]   [ Download ]

[ Suggestions ]   [ Contact / About / Privacy ]

This is the faster loading site for slow connections.  The "pretty" version of this page is here.

Favorite Drilling Down Sites

CRM Sites's CRM Library


Database Marketing Articles

Relationship Marketing Resource
Tons of free articles on RFM, customer acquisition, and customer retention.

Database Marketing Institute
Broad resource on Database Marketing including B2B profiling.

Published by Frequency Marketing, Inc., COLLOQUY is dedicated to the dissemination of information and analysis related to frequency-marketing strategies and programs of all types, worldwide. 

Guide to Data Mining, Web Mining, Knowledge Discovery, and eCRM.

The CRISP-DM project has developed an industry- and tool-neutral Data Mining process model.

Database Marketing Trade Mags

DM News
Online version of the direct marketing trade magazine.  The offline weekly is a must read for Data-Driven marketing types.  Searchable article database.

DIRECT Magazine
Direct marketing trade magazine, targeted at the hard core data-driven marketer rather than beginners.

Target Marketing
An easy to read mag, especially helpful for newbie direct and database marketing types.  Get the offline version for access to all content

DM Review
Comprehensive portal for information and technology related to database marketing and technology

Sponsored Database Marketing Sites
Source for information and analysis on all aspects of web personalization.  Underwritten by Net Perceptions, a personalization vendor, but remains unbiased towards the underwriter so far.
Lots of free and several paid reports on different aspects of customer acquisition and retention.  The book by the same name, written by Patricia Seybold, is full of real world case studies about large companies implementing e-commerce.  A great read.

Marketing 1 to 1
As the preeminent management consulting firm specializing in Customer Relationship Management and e-business strategies, Peppers and Rogers Group has earned global recognition for its ability to understand and communicate how technology is changing the way companies build relationships with customers.

General Internet Marketing Sites

ClickZ Network
Tons of internet marketing advice from people who work in the business.  Daily columns, forums, guidebooks, conferences.

Formed in November, 1995, the goal of the Internet Sales Moderated Discussion List has remained consistent over the past five years: to provide a forum for meaningful and helpful discussion of e-commerce issues by those engaged in the online sale of products and services.

I-Advertising is an interactive global community specific to the Internet advertising industry. They provide a number of high-quality industry publications and moderated interactive forums that promote the global exchange of industry information and encourage business networking within the industry.

Online Advertising
The Online Advertising Discussion List focuses on professional discussion of online advertising strategies, results, studies, tools, and media coverage. The list also provides editorial coverage of conference of interest to people in the Online Advertising industry. Retailing
Comprehensive retailing portal.  B2B, B2C, CRM, and all your other favorite acronyms covered here.

Trade Associations

The Direct Marketing Association
You guessed it; even direct marketers have a trade organization.  The DMA has been representing direct marketing since 1917.  Whatever a marketer's size, market or media, the DMA serves to help members achieve bottom line success and satisfied customers. 

Association for Interactive Marketing, the "trade association for business on the internet".  Now a subsidiary of the DMA.

What would you like to do now?

Get the book with Free customer scoring software at:     Barnes &

Find Out Specifically What is in the Book

Learn Customer Marketing Models and Metrics (site article list)

Get the first 9 Chapters of the NEW Drilling Down book by e-mail FREE!  Just Subscribe to my monthly High ROI Customer Marketing newsletter and you'll get a new Chapter of the book every 3 days. 

About the Newsletter   About the Free 9 Chapters   I Value Your Privacy


Note: This is the "slow connection" version of the home site.  It's intentionally sparse design allows faster page downloads.  To access this content in what some say is a more visually appealing format, click here.

Questions about any of the concepts on this site?   e-mail me.

What Will I Learn
in the Book?

About the Author
Newsletter Sign-Up

Example of the
Drilling Down Method

See Drilling Down
Results in Action

Relationship Marketing
Customer Retention

Customer Loyalty

Get the Book
with Free Software!

Fresh Drilling Down
Related Articles

Advanced Customer
Modeling Articles

       [ Home ]    [ FAQ ]    [ Download ]    [ About / Contact / Privacy ]  

Welcome to the original Drilling Down web site;
recent advice and discussion are on the Marketing Productivity Blog and Twitter.

Contact me (Jim Novo) for questions or problems regarding this web site.   
Copyright The Drilling Down Project. All rights reserved.  Privacy Policy.