Drilling Down: Turning Customer Data into Profits with a Spreadsheet - Third Edition

By Jim Novo

Book Overview

Have you figured out how to turn customer data into increased profits for your company? Get started with CRM Analytics, Relationship Marketing, Direct Marketing, Database Marketing, Behavioral... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 1591135192
• ISBN13: 9781591135197
• Release Date: June 2004
• Publisher: Booklocker.com
• Length: 356 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.8" x 5.5" x 8.5"

Customer Reviews

Excellent resource for anyone who wants better customers

I've been pulling customer data since 1999, working it, extracting details about customer segment, but haven't realized how primitive my practice was until I picked up Drilling Down. Now I'm discovering so much more about my customers and those of my clients. The only drawback is now my dissatisfaction with available Customer Relationship Management, Order Management, and related software, while Drilling Down makes it easy to get results; sometimes it seems the databases don't want to give it up. Thanks Jim!

The How-to Guide for Unlocking the ROI from your customer data

Jim is a straight-forward guy and this book cuts to the chase. Are you segmenting your customer data... how hard? If you are not factoring in recency/latency and the previous purchase behavior to predict and quantify things like long term customer value, intent to repurchase, subscriber valuation you are probably offering incentives to customers who would have bought otherwise and lowering your margins and in turn letting customers who have fallen out of the buying cycle disappear completely. With the economy pinched your best ROI is in your customer data and you need to spend the $99 for this book as the key to unlock it. Get the book, your XLS data and get after it. Jim writes as he speaks, good author and even better guy

Priceless treasure

This is one of the most actionable book on Analytics I have seen in the market. Lots of specifics around scenarios which tell a layman how interplay between recency , frequency across various industries can be used to derive simple insights. One word of caution though. The RFM metrics have to be seen in the context of the business process cycle and the different rhythms of the industries they apply in. In short Jim makes the complex , simple .

Great - Abundance of Information

I have to say...I already started bragging to my marketing friends about this book. Most books about CRM are boring and hard to digest, but this book continually makes sense...the notes I am making and the information that I am carrying with me is priceless. Julie

Excellent beginners guide to statistical marketing technique

This is truly a great guide. The author assumes no prior knowledge and walks you through many examples about how to do Recency and Frequency (RF) scoring, hurdle rates, Lifetime value and how to apply it to your direct marketing campaigns. I got a lot out of this book as is deals with the scientific nature of transaction and customer analysis.A little pricey, but you can get the pdf from the website...