Customer Marketing Downloads

First Five Chapters of Drilling Down Book

Visitor Quality / Engagement  / E-Commerce
Calculator Suite for WebTrends

ReadMe File: 
Free Customer Scoring Software

Lifetime Value, I'd Like
to Introduce You to the CFO (whitepaper)

Case Study: Cellular Loyalty
Program Generates 252% ROI

First 5 Chapters of Drilling Down Book

The guide to Do-It-Yourself High ROI Marketing using customer behavior profiling.  Use simple customer activity profiles (purchases, page views) to predict the likelihood of customers to respond and rank their future value using only an Excel spreadsheet.  Available in 3 formats: Adobe Acrobat (.pdf) Microsoft Word (.doc) and Plain Text (.txt).  NEW!  You might prefer to receive the first 9 Chapters by e-mail, one chapter every 3 days - if so, click here.

Clicking the links below may open the document in your browser.  To avoid this on a PC, Right Click > Save As instead to Download to your hard drive; on a Macintosh, Control-click and save the file to your desktop:

Download First 5 Chapters, Acrobat - 226 kb

Download First 5 Chapters, Word doc - 177 kb

Download Chapters as Zipped Word Doc - 67 kb

Download First 5 Chapters, Plain Text  - 59 kb

Website Content / Commerce Metrics Management - Suite of Calculators

Translate the raw server log data generated by WebTrends into actionable information you can really use to achieve the business goals of your web site.  Track improvements in quality of visitors and the general capabilities of a web site to create value from traffic.  

Web analytic software takes raw data and turns it into structured information in the form of reports. Once we understand the inter-relationships of the data we gain knowledge that allows us to take action.

If you want to get a better understanding of what your visitors are doing on your website, increase your online sales, reduce your cost of customer acquisition, increase your customer retention rate, and increase your average order size, here are metrics you can use to establish and track your efforts.

This suite of calculators is a collaborative effort between myself and strategic partner Future Now Inc. - The Conversion Rate Specialists.  If you want the full explanation of each metric along with organizational and implementation details, you need The Marketer’s Common Sense Guide to E-Metrics, available here.

Clicking the links below may open the document in your browser.  To avoid this on a PC, Right Click > Save As instead to Download to your hard drive; on a Macintosh, Control-click and save the file to your desktop:

Download Excel Spreadsheet  (361 kb)

Download Zipped Excel Spreadsheet (90 kb)

Para descargar nuestra hoja electrónica sobre los Cálculos de Conversión de un Sitio Web en español - Haga clic en el botón derecho de su mouse y escoja Salvar Como (387 kb).
(Spanish version courtesy of Future Now)

ReadMe File: Customer Scoring Software

ReadMe file for the Drilling Down customer scoring software application.  This app is provided free with purchase of the Drilling Down book.  Contains software license, overview of program, and detailed instructions.   For customer bases between 65,000 - 100,000 records in size.  Below 65,000 records, it may be easier to score your customers by hand in an Excel spreadsheet using the detailed step-by-step method in the book.

Read more about the software

You may open the ReadMe text file in your browser by clicking the link below, or on a PC, Right Click > Save As instead to Download to your hard drive.  On a Macintosh, Control-click and save the file to your desktop:

ReadMe File (12 kb)

Lifetime Value, I'd Like
to Introduce You to the CFO (whitepaper)

Why does CRM "fail" so often?  I believe at the core of this question is a conflict between value measurement systems - the periodic accounting system used to drive almost everything a company does, and the customer accounting system, the basis of LifeTime Value.  How can a CFO (or CEO, for that matter) believe in the ROI of CRM if they can't "see" LTV flow into the monthly, quarterly, and annual financial statements?  No wonder they see "no ROI."

These two accounting systems can be reconciled, and only the companies taking steps to do this reconciliation will ever truly prove CRM is a profitable approach to managing a business.

Fortunately, it's not a big deal to do this, from a resource perspective.  But it does take a little new thinking: embracing relative rather than absolute customer value as a yardstick, and tracking changes in potential value to look for where things are going wrong - or right - with a customer value management discipline.

Learn how it's done with this download. 

Note:  If you choose text format, there are 2 charts which may not resolve well.  The whitepaper is available as HTML pages here.  

Clicking the links below may open the document in your browser.  To avoid this on a PC, Right Click > Save As instead to Download to your hard drive; on a Macintosh, Control-click and save the file to your desktop:

Download Whitepaper - Word doc - 54 kb

Download  Plain Text Version - 22 kb

Download Zipped Word Doc
(to your hard drive) - 14 kb

Case Study: Cellular Loyalty
Program Generates 252% ROI

Consumer cellular is one of the toughest proving grounds out there for a loyalty program, but this highly innovative loyalty program decreased the churn rate over 15% in just two years while driving best customer spending though the roof.

Clicking the links below may open the document in your browser.  To avoid this on a PC, Right Click > Save As instead to Download to your hard drive; on a Macintosh, Control-click and save the file to your desktop:

Download Case Study PDF - 77 kb

Download Case Study as Zipped PDF - 52 kb

Download Free Adobe Acrobat Reader

File Formats        

text format    .txt    Text   document      .doc   Word
spreadsheet   .xls    Excel
zipped            .zip   Archive
acrobat          .pdf   Adobe

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