Drilling Down Home Page Turning Customer Data
into Profits with a Spreadsheet
The Guide to Maximizing Customer Marketing ROI

Site Map


Book Includes all tutorials and examples from this web site
.

Get the book!

Purchase Drilling Down Book

Customers Speak Up on Book & Site


About the Author

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

Marketing Productivity Blog

8 Customer
Promotion Tips

Relationship
Marketing

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:
Frequency

Customer Model:
Recency

Customer Model:
Recent Repeaters

Customer Model:
RFM

Customer LifeCycles

LifeTime Value

Calculating ROI

Mapping Visitor
Conversion

Measuring Retention
in Online Retailing

Measuring CRM ROI

CRM Analytics:
Micro vs. Macro

Pre-CRM Testing for
Marketing ROI

Customer
Behavior Profiling

See Customer
Behavior Maps


Favorite Drilling
Down Web Sites

About the Author

Book Contents

 What is in the book?
 Productivity Blog
 CRM   
  Simple CRM
 Customer Retention
 Relationship Marketing
 Customer Loyalty
 Retail Optimization
 Telco/Utility/Services
  Visitor Conversion
  Visitor Quality
  Guide to E-Metrics
  Customer Profiles
  Customer LifeCycles
  LifeTime Value
  Calculating ROI

  Workshops/Services
  Recent Repeaters
  RFM
  Retail Promotion
  Pre-CRM ROI Test
  Tracking CRM ROI
 
Tutorial: Latency
  Tutorial: Recency
  Scoring Software
  About Jim
  Consulting
  Praise
  Contact
  FAQ
  Search
 
Downloads
  Privacy

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

Back to Top

 

 
    Home Page

 


Get the first nine (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 Drilling Down book every 3 days.  You can easily cancel the book series any time.

About the 9 Chapters

About the Newsletter

I Value Your Privacy

 

 

Slow connection?  Same content, less graphics, think Jakob Nielsen in Arial - Go to faster loading website

Contact me (Jim Novo) for questions or problems with anything on this web site.  

 
The Drilling Down Project.  All rights reserved, all media.

 

   

Ask Jim a Question

/

Get the book with Free scoring software at Booklocker.com

Find Out Specifically What is in the Book

Learn Customer Marketing Concepts 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

Prefer RSS? Use the feed and download the 9 chapters in PDF from the blog