Drilling Down

Turning Customer Data into Profits

 with a Spreadsheet

Site and Book topic:

Maximizing marketing ROI with customer behavior analysis

Services: Agency / Consulting Groups

Jim's Intro:  If you have clients interested in starting to understand their customers better through using action-oriented customer Metrics & Reporting, or want to dramatically increase Customer Profitability, or create High ROI Customer Retention & Loyalty Programs, simply consider subcontracting this work to me rather than bringing on in-house staff.  You can re-sell, bundle, or package my services in a way you feel is appropriate to the client.  I'll also tell you up front if I simply can't help your particular client, and just to show you how nice a guy I am, I'll tell you what they need to change if they want to move towards customer data-driven profitability.

Most marketing agencies and consulting groups lack staff with experience in customer data analysis.  This is not surprising; there is simply not a lot of these folks around, there is high demand, and good ones are quite expensive.  I'm not talking about IT people capable of creating custom reports; I'm talking about the kind of people who know how to turn customer data into money making ideas.  You can't just run reports on activity, you have to know which data is important and how to create action-oriented reports to unlock the value hidden in the data.  

Yet clients are demanding customer analytics to help them start realizing an return on their investments in web sites and customer databases.  Why walk away from this business just because you lack data analysis expertise?  I can turn client data into the information you need to grab hold of the customer behavior - and you can take it from there.

For example, clients frequently complain about the effectiveness of their web sites, and the agency may have intuitive suggestions based on experience for improvements.  What the agency usually lacks are business facts supporting the intuitive conclusions they have reached.  Clients are looking for facts to justify new agency expenditures, not "best guesses".  By implementing action-oriented reporting using data from the web server logs or purchase histories, agencies can develop a practice centered around ongoing, continuous improvement in web site return on investment and profit contribution using customer analysis.

Have you as an agency had to turn down high margin, high success rate, data-driven projects (like customer retention programs) because you lack the ability to collect, analyze, and act on the data?  You already have the strategic focus and client / market knowledge, but lack the driving force of data analysis to construct successful programs.  

I can provide the analytical horsepower you need for:  

• Deciding which data is most important to the future profitability
  of your business - solving the "drowning in data" problem with action-oriented metrics & reporting
  
• Increasing visitor conversion to buyer with detailed analysis
  of client web logs
  
• Creating web site metrics which when tracked over time, provide performance benchmarks for site redesigns, traffic campaigns,
  and product placements

Read more on Metrics and Reporting

• Organizing a process for scoring and ranking your customers by their future value, so marketing folks can track the true profitability  contribution of ads, products, offers, etc.
  
• Developing marketing-oriented reports used to predict and act on customer LifeCycles using customer modeling.

Read more on Customer Modeling

• Implementing "early warning system" flags to alert marketers to future customer value failure associated with ads or products.
  
• Creating high ROI marketing programs that make money now while consistently increasing the value of customers over time
  
• Finding and fixing customer retention problems with
  High ROI programs

Read more about High ROI Marketing

• Analyzing why current retention or customer value development efforts are unprofitable and restructuring them
  
• Developing customer value maximization and  retention rules for rules-based CRM engines and "lights out" marketing
  
• Engaging in pre-CRM testing programs where clients can discover the value (if any) of a customer-based approach and project the potential ROI of CRM

Read more on pre-CRM Testing

If you are looking for a full-blown customer retention or loyalty program design for a client but intend to do all the creative and execution yourself, we can work together to build the financial models and design the program.

Read more about Retention Program Design

Finally, if you want somebody to design, build, execute, and maintain a customer retention or loyalty program for a client under your agency banner, consider subcontracting the job to Kobie Marketing, who I work closely with on the design and execution of major programs.

What would you like to do now?

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