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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

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Questions?  Call
(cell) 727.895.5454


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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Enterprise Level Systems

Measuring the ROI of CRM Implementations (article)

The RFM loyalty scoring method described in the Drilling Down book is one of the most fundamental customer behavioral scoring algorithms in database marketing.  In fact, most other predictive modeling techniques will find the core RFM variables as highly predictive of customer loyalty.  For example, both a top-down regression model and a bottoms-up data-mining training session will find Recency as very highly predictive of customer response to promotions.

For this reason, more advanced users can use the Drilling Down methods and  models explained in the book to mimic the functionality of enterprise class systems that analyze customer behavior and customize the website experience based on this behavior.  All you have to do is create the loyalty scores in your customer database and use a simple Perl script to modify the website presentation based on loyalty score.  For example, you could create an anti-defection campaign where best customers with falling loyalty scores could be automatically presented with a discount or gift.

If you are unfamiliar with these systems and how they are used, you might visit the vendor sites for more detailed information.  Below is a list of resources, not in any particular order, where you can learn more about the use of customer modeling in enterprise class systems.

Overview of Issues and Software

Interactive Week 10/2000      PC Magazine  01/2001


Quadstone     SAS e-Intelligence     Quaero

Responsys     Broadbase     Xchange          Personify

Tealeaf Technology     E.piphany     CoreMetrics     Onyx Software

PrimeResponse     Accrue Software     NetGenesis     Revenio

Data-Mining Tools


What would you like to do now?

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