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

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First 9 Chapters: pdf

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Relationship Marketing, Customer Loyalty, and Retention book

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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


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(site map)

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Drilling Down Newsletter Administration Page

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Drilling Down Newsletter Welcome

Thanks for your interest in the Drilling Down newsletter, delivered by e-mail once a month.  Designing and executing high-ROI marketing strategies using customer data is the focus of each issue.

The issues covered include predicting future customer valuation, identifying the likelihood of customers to respond to a promotion, determining the appropriate offer, measuring and managing customer retention, and reducing customer defection. 

A secondary theme is driving higher revenues or visits from current customers while decreasing promotional expenses; this is the outcome of addressing the issues in the paragraph right above this one.

We'll go beyond using simple customer demographics and start looking at customer behavior, the most reliable technique for predicting future customer behavior.  Customer retention and loyalty will be the focus, and driving higher revenues or visits from current customers while decreasing promotional expenses will be the approach we use.

The newsletter will provide background and descriptions of techniques usable by both small business and enterprise class CRM systems - it's the thought process that's important, not whether you use a spreadsheet or a rules-based CRM engine to manage your customer data.

I'll also be including questions and answers on customer retention, loyalty, and promotional techniques from Drilling Down web site visitors, newsletter subscribers,  and readers of the Drilling Down book, as well as links to important articles on retention marketing written elsewhere.  So get more value out of your subscription and increase the value for others by asking some questions!  

You can e-mail me directly by clicking here.

- Jim Novo

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