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First 9 Chapters: pdf

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Relationship Marketing, Customer Loyalty, and Retention book

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

Fresh Customer
Marketing Articles

8 Customer
Promotion Tips


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:

Customer Model:

Customer Model:
Recent Repeaters

Customer Model:

Customer LifeCycles

LifeTime Value

Calculating ROI

Mapping Visitor

Measuring Retention
in Online Retailing

Measuring CRM ROI

CRM Analytics:
Micro vs. Macro

Pre-CRM Testing for
Marketing ROI

Behavior Profiling

See Customer
Behavior Maps

Favorite Drilling
Down Web Sites

Book Contents

Contact Jim Novo



Drilling Down

Turning Customer Data into Profits

 with a Spreadsheet

Site and Book topic:

Maximizing marketing ROI with customer behavior analysis


Learn Methods, Metrics
(site map)

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Drilling Down Downloads

Visitor Quality / Engagement  / E-Commerce
Calculator Suite - Digital Sales Calculator

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


The first 9 Chapters are described below:

Download PDF - First 9 Chapters, Drilling Down book


Chapter 1 Jonesin' for Some ROI
Chapter 2 Customer Profile or Customer Model?
Chapter 3 Data-Driven Marketing and Service Drivers
Chapter 4 Customer Marketing Basics
Chapter 5 Customer Marketing Strategy: The Friction Model

These five chapters provide a basic introduction to the idea of customer modeling. Customer profiles and models are compared (they are not the same, but can work together!), and the fundamental ideas behind predicting customer behavior and customer value management are explained.  These chapters lay the foundation for your three simple customer model toolkits.  Each toolkit has an explanation of how and why the model works, provides examples, and then shows you step by step how to use the model to increase your profits.  Includes the strategic Friction Model for mapping current and potential customer value and tracking the results of customer value management programs.

Latency Metric Toolkit

Chapter 6 Trip Wire Marketing
Chapter 7 The Hair Salon Example
Chapter 8 The B2B Software Example
Chapter 9 Turning Latency Data into Profits

Latency is the very simplest customer behavior model there is, and is very intuitive. If you know who some of your best customers are and have thought to yourself, "Gee, it has been a while since best customer X has been in" you are thinking about Latency.  Your thought process is correct; but you have no method for determining when "been a while" means "they are not coming back," and you have no specific action plan to turn your thoughts into increased profits.  The Latency toolkit shows you how to measure Latency and set up "trip wires" that will tell you how to increase the profitability of your marketing.

Latency is often the preferred model to use in service-oriented businesses where there is a monthly billing arrangement or other "built-in reason" for repeat activity such as with utilities, insurance, telecommunications, and personal services such as hair salons.

Download PDF - First 9 Chapters, Drilling Down book

Website Content / Commerce Metrics
Management - Digital Sales Calculator

Translate the raw server log data generated by WebTrends into actionable information you can really use to achieve the business goals of your website.  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, it may be easier to score customers 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?

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  - 77kb

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

What would you like to do now?

Get the book with Free customer scoring software at:     Barnes &

Find Out Specifically What is in the Book

Learn Customer Marketing Models and Metrics (site article list)


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