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Drilling DownTurning Customer Data into Profitswith a SpreadsheetSite and Book topic: Maximizing marketing ROI with customer behavior analysis
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Drilling Down DownloadsVisitor Quality / Engagement / E-Commerce ReadMe File: Lifetime Value, I'd Like Case Study: Cellular Loyalty DRILLING DOWN BOOK OVERVIEW The first 9 Chapters are described below: Download PDF - First 9 Chapters, Drilling Down book Introduction Chapter 1 Jonesin' for Some ROI 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. Chapter 6 Trip Wire Marketing 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 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. 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 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. 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 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
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