Drilling Down Book Testimonials
Long or short, doesn't matter to me, we'll put 'em up for all to
see. If you enjoyed the book or have had success with the Drilling
Down method, please let me know.
If you thought the book was useless, we'll put your comments up
too. Don't expect me to go down without a fight though.
From Susanne Melms:
Truly - not many books, in school (it was a few years ago :-)) or after
school have received my 200% attention from the first page to the very last like
"Drilling Down" did!
Susanne hails from Sweden and was an absolute joy to correspond with - she
was the first to find a typo in the new August 2002 edition of
the book (this has been corrected - isn't Print On Demand just great?). Now, I sold a bunch of them (mostly in the
U.S.) before she spoke
up, so I guess that means people in the U.S. either don't care about things like
that or it's easier to miss them when English is your only language. In fact, the first person to point out
a typo in the
initial book hails from Brazil. Interesting pattern
don't you think?
From Lori Witzel:
In a downsized economy, with downsized resources, Marketing may not always have access to IT and Database support.
Jim Novo's book 'Drilling Down' gives marketers the ability to do meaningful, effective customer value-scoring themselves, quickly and easily. I know -- I used it on a time-sensitive project, and it works. Thanks, Jim!
Jim says: Lori
is the Marketing Manager over at Sheshunoff Information Services,
"a leader in financial data and analysis, professional publications, work
solutions, and regulatory reporting tools". You figure she must know
a thing or three about analytics, right? Hey, data mining it's not, but it
works. For many companies, it may be all you ever need, because it could
take you a decade to uncover all the hidden gems in your customer data using
just the information in this book.
From Luke Ashworth:
Just to say I am absolutely thrilled with your book. I am
about to make a
leap to a much bigger job as Marketing Mgr of a large online and catalogue
computer reseller, and your words are my holy grail at the moment - I can't
actually work out yet how, armed with this knowledge, anyone can fail in
direct marketing, whether it be online or through an offline catalogue!
Jim says: It is starting to happen. Out with
the old, in with the new. The next generation of web marketers is about to
hit the streets, and they are getting promoted and getting great jobs because
they understand the web is a direct marketing medium, where customer
I'm a Latin America Internet entrepreneur
with over two years of experience in the Web Portal segment. My
greatest expertise is in community building.
Jim Novo brings customer database marketing
and CRM analysis to life. He shows you
the roadmap to success in a simple, straightforward way. He takes
everything you wanted to know about managing customer relationships and
places it in one resource. There is more “real world” information
about customer analysis and database marketing packed into 120 pages than
you could get in a year’s worth of seminars and consultant meetings. Jim
gives the tools of the professionals to “everyone”.
This book teaches you exactly how to use
CRM for customer valuation and to influence retention. With a simple Excel
spreadsheet you can create action oriented customer profiles and segment
LTV’s for different groups. This way you can develop different messages
aimed at each group, with products and offers appropriate to the group
being addressed. You end up increasing your ROI by
acquiring more customers like gold customers (your best customers) and
getting other customers to move up to gold. This book teaches you how to
manage customer retention and increase their LTV.
One of the techniques that I learned in this book that I liked the most
was how to personalize a Web page based on customer behavior. I was amazed
to discover that I could do this just using a spreadsheet!
There are people spending hundreds of
thousands of dollars for do what you can do just by reading this book!
We can’t keep targeting our customers and
blasting them with junk anymore. And we can’t keep buying loyalty with
ever-deeper, loss-making discounts. Now we have to start listening to our
individual customers’ needs, and find cost effective ways of meeting and
influencing them. This book is a must read for those who wish to survive
and prosper in this cutthroat web economy. Get this book!
Brazil, South America
Jim says: Thanks Leonardo, I should
have had you write the book jacket! Good to see the publishing side
is finding value in the book; you don't have to "sell something"
to benefit from optimizing your site for best customers. Got to know
who they are and how they behave first....
From Martín Kessler:
Jim Novo's Drilling Down is excellent!
Concepts that may take companies and professionals years, huge budgets and expensive
software to learn (if they ever do at all) are explained in a very simple and practical way. The whole book, and its concepts and ideas, are so clear that even non- native
English speakers as myself (I am Argentinian) fully understand it and can easily put it to work in practice. Every chapter gives you
powerful insight that can be applied in business.
Jim says: Yet another
non-native English speaking customer who thinks the book is "simple
and practical". Of course, I keep saying that but people think,
"How can customer modeling be easy? Don't you need millions of
dollars in software?" Answer: It is and no you
don't. Best of luck to you Martín and your fellow Argentinians on
your current economic journey. We're pullin' hard for ya!
From Kim Gladman:
I stumbled across your Web site some time ago and
have been a regular visitor since. I receive your regular emails and find
your information very useful. You will be pleased to know that I purchased
your book (Drilling Down) just before Christmas and have just finished going
through it. It all sounds so easy! Your explanations and
examples were wonderful and easy to understand.
Jim says: The first
testimonial of 2002, and another to the simplicity of the Drilling Down
method. Folks, you can get 80% of the bottom line benefits of a
complex CRM system using simple customer behavior profiles.
Recently I had the opportunity to read your book "Drilling Down -
Turning Customer Data into Profits with a Spreadsheet". It has been
some time since I have come across a book of its kind. The concept you
highlight is both interesting and elegant in its simplicity. Please accept
it as my compliment when I say that you have won over a recruit in
KG INFORMATION SYSTEMS LIMITED
Coimbatore - 641 035, India
Jim Says: Another IT guy loves the book. It's really
interesting, I wrote it for marketing people but the IT folks are really nuts
about it. Why? I don't think I can say it any better than Sameer
did: "The concept you highlight is both interesting and elegant in
its simplicity." I think IT folks are dying for a little simplicity
in the CRM area these days, don't you?
From Ken Robbins:
I just want to tell you how much I am enjoying your book, Drilling
Down. I discovered your website after searching for "loyalty"
and "analytics" information on the internet. Thanks for writing
such an easy-to-follow book and thanks for the mail-list.
I consider this my best resource for marketing... even far above others like
iMarketing News and Clickz.
Jim says: Man, that's some pretty
good company he puts me
in. Ken hails from the world of direct marketing and knows a thing or
three about marketing consumer products, having worked on the product sourcing
side for Dirt Devil (Royal Appliance). Thanks, Ken.
From Alexander Mantikas:
Your newsletter is the single most valuable
tool of its kind for one simple reason: Your detailed examples on various
issues e.g. Recency, that we can instantly apply to our business. For a
small company with limited resources this is huge. Throw in all the great articles
and you have a winner! Your articles have
really helped me a lot, from a purely educational standpoint as well as sound
CENTENTIA Business Solutions
Athens, Hellas (Greece)
Jim Says: The web at its best,
don't you think? Wide and far, large and small, the Drilling Down method
helps 'em all.
From Steve Conn:
You have made a big impression on me with your
Drilling Down book. The light bulb is on now. I bought the book, read it
and clearly see the power of data-driven marketing as a result of your beautiful
presentation of the concepts and material.
I would like to get together with you to discuss
the possibility of you assisting me on several consulting projects I am working
Can I take you to lunch? I am happy to pay you
for your time, insight and expertise. Please let me know as soon as
possible, as I am thrilled at the possibilities of having a resource like you
located so close by; I look forward to hearing from you. (Can you include your
phone number in the reply?)
Jim says: Steve's in the Tampa Bay,
FL area where I live, so don't think he's flying me to California or New York
for lunch. Not that I wouldn't fly to CA or NYC for lunch, mind you.
It would probably be a better idea if you're located there to call me first and
then I'd come out for a couple of days and teach
you how to make more money in customer retention.
From David Jonah:
I saw your post in the Advertising Discussion Group and decided to follow it a
few hours ago. I have been reading and assembling information from your site
since then. I have downloaded the book sample and will read it. I intend
to come back and buy it.
You have wonderful information and a very helpful site. I have become
interested in customer data mining because I am leading a business model
development strategy session with a senior management team.
Sometime soon I hope to review your site for the
e-zine that I also write for
and get you some more exposure. You have a solid common sense approach missing
from so many theoretical experts in building business approaches. Reminds
me of that old phrase among members of the clergy on theology ..."sometimes
our discussions are so celestial, that they are of no earthly good." Again
thanks for a great site.
JONAH & ASSOCIATES
Jim says: Seems as though we have a trend forming here.
Descriptions like common sense, practical, actionable (see next) - it's good to
know people really "get it". Strip the hype
away, and you find
database marketing & customer analysis isn't black magic, folks. And
you don't need a Ph.D. or $5 million in software to do it profitably
either. David is working on a very interesting, complex blended media
project for a offline company. We'll use the Drilling Down method to make sense
of all the customer data involved.
From Susan Butler:
Just wanted you to know that you are my hero. I have learned so much from
your book and the articles you provide links for. Your approach is truly
practical and "actionable" (a word often thrown around that sounds
good but is rarely demonstrated).
Jim says: Now I'm a
hero? Cool, always wanted to be a hero. Thing is, when you
have never worked with real database marketing techniques before it all
can be very confusing. CRM is a classic database marketing
application, and people feel overwhelmed by the complexity of it. Part
of the problem is the data mining aspect, which can churn out more
senseless data than you could ever use if you don't control the
administration of it. My advice? Simplify, folks. Don't
start with the most difficult and complex ideas you can find; start
macro and work towards micro. Get yourself on a Pre-CRM
testing program. And relax. CRM really does work, if you
have a plan
From Johnson Au-Yeung:
Ordered and read your book AFTER reading EVERY page in your website. Your
newsletter is outstanding and you seem to be one of the few with real life
experience in database marketing with the skills to simply explain with
pragmatic examples of how RFM and LTV should be used.
Jim says: Thanks for the compliment. Johnson comes from
the "operational" side of CRM, and was wondering in the rest of the
message if service businesses can benefit from the Drilling Down method.
No question about it, the answer is yes. Remember, current customer
behavior is the most accurate predictor of future customer behavior, and in a
service biz, you get to track a lot of behavior. What will the killer
indicator be? Hard to tell. Maybe a rise in trouble calls
indicates probable defection, or maybe a fall in trouble calls indicates they
don't care anymore because they are switching providers. The point is, you
measure the activity and look at the customer behavior to find links.
From (name and company withheld)
Thanks much for your reply.
Subsequent to my email, I read through much of the material on your site
and have a better grasp on the different variables we need to attempt to
measure in doing a ROI / BCA (benefit-cost analysis) calculation.
Again, I found your site incredibly useful and packed with real world
applications of theoretical concepts. I even forwarded on the link
to our Audience Development (AD) folks here hoping they would find it as
useful as I, though I'm sure they're much more familiar with the RFM
and LTV concepts. And of course, I plan to purchase the book!
Jim says: Oh well, name withheld, I guess corporate pressures do
prevent one from being on the record at times. When you become a major ROI
/ cash flow hero, let me know and we'll put your name up in lights.
"Name withheld" is from the advertising side of the business.
Look for customer behavior profiling (rather than demographics) to drive the ad business
in coming months. Using behavioral profiling is a sure-fire way to boost
response, and it's available from the majors.
From Ray Duong:
Thanks Jim, love your book and found it
Data Warehouse Architect
Jim says: Thanks Ray, spoken
like a busy guy. Seems IT people are finding the book very helpful,
since half the time the marketing folks don't really know what they
want. Just make the marketing pukes read the book, then say "We'll do that,
OK?" Boom. Instant requirements documentation.
Seriously though, following the methods in the book allows you to do some
basic customer analysis and see what you need BEFORE you lay out the big
bucks for the CRM analytics. Some folks are starting to think that's exactly the way it should be done;
how else will you know if you are buying the tools you need?
What would you like to
book with Free customer scoring software at:
Out Specifically What is in the Book
Marketing Models and Metrics (site article