Drilling Down

Turning Customer Data into Profits

 with a Spreadsheet

Site and Book topic:

Maximizing marketing ROI with customer behavior analysis

Past Drilling Down Newsletters

< the newsletter is no longer published >
< See the Marketing Productivity Blog >

The monthly newsletter is delivered every four weeks and  highlights new articles, must read case studies, hard to find customer retention metrics, and questions from newsletter subscribers and site users.  People dig it, as you can see by reading the testimonial below!

"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 business/marketing advice."

Alexander Mantikas
CENTENTIA Business Solutions
Athens, Hellas (Greece)

Apr 2011   Defining Behavioral Segments

Mar 2011  Increase Profit with Customer State

Feb 2011   Optimizing for Customer Value

Nov 2010  When Does a Visitor Need a Coupon?

Oct 2010  Freemium Customer Conversion to Pay

Aug - Sep  PA-DSS / Lab Store Upgrade

Jul 2010   Segmentation by LTD & LifeCycle

May 2010  LTV, RFM, LifeCycles - the Framework

Apr 2010  Calculating Customer LifeCycles & Retention Profits

Feb - Mar  WAA Certification Project

Jan 2010  Control Groups in Small Populations

Dec 2009   Choosing Size of Control Groups

Nov 2009  Customer Value in the Freemium Model

Oct 2009   Member Retention in Professional Organizations

Sep 2009  Customer Retention for Restaurants

Aug 2009  RFM versus LifeCycle Grids

Jul 2009  (Loyalty Program Structure and Tracking)

Jun 2009   (Lead Nurturing and Scoring)

May 2009  (Hacking the RFM Model)

Apr 2009  (Measuring Social Media Value)

Mar 2009   (Use Discounts for Customer Retention?)

Feb 2009  (Relationship Marketing in Manufacturing)

Jan 2009   (Visitor Retention Mapping)

Dec 2008  (A Budget for Discounts)

Nov 2008  (Measuring Engagement Offline)

Oct 2008    (Small Database Modeling)

Sep 2008  (Combating Promotional Proneness)

Aug 2008 - see blog for content

Jul 2008    (Short Tail of Customer Value)

Jun 2008  (RF Scores and LifeCycle Grids)

May 2008   (Customer Modeling for Finance Folks)

Apr 2008   (Customer Analysis: Auto Dealership)

Mar 2008    (Incremental Value of Gift Cards)

Feb 2008              < No Newsletter Test >

Jan 2008    (LifeTime Value: Strategic or Tactical?)

Dec 2007   (Marketing into a Downturn)

Nov 2007   (Commerce Channel Management)

Oct 2007    (What's the Frequency?)

Sep 2007  (Marketing Model or Financial Model?)

Aug 2007   (PRIZM Clusters Not Predictive)

Jul 2007     (Problems Calculating Retention Rate)

May 2007   (Tracking UnTrackable Campaigns)

Apr 2007   (6033% ROI, Defining Churn)

Mar 2007   (Optimizing Mail Drops for Consumables)

Feb 2007   (Profiling Library Customers)

Jan 2007   (Marketing Productivity Blog)

Dec 2006   (Defection Rejection - Part 5)

Nov 2006   (Defection Rejection - Part 4)

Oct 2006   (Defection Rejection - Part 3)

Sep 2006  (Defection Rejection - Part 2)

Aug 2006  (Defection Rejection)

Jul 2006    (Customer Retention at Auto Dealerships)

Jun 2006   (LifeTime Value Not Always about Marketing Data)

May 2006   (Behavioral versus Demographic Data)

Apr 2006    (Creating Effective Retention Campaigns)

Mar 2006   (Subsidy Costs in Intra-Company Promotions)

Feb 2006  (Pay per Click ROI: Subsidy Costs with High Ranking Organic)

Jan 2006        (Customer Retention in High Churn Biz Models)

Nov / Dec 2005       (Second Purchase Marketing)

Oct 2005        (Analyzing Frequent Flyer Data)

Sep 2005       (How Long is the LifeTime?)

Aug 2005       (Segment Customers to Determine LifeTime Value)

Jul 2005             (Using RFM Scores to Predict Profits)

Jun 2005           (Using Multiple, Related Customer Models)

May 2005          (Retention in Durable Goods, Mutual Funds)

Mar-Apr 2005   (Retention in B2B Services)

Feb 2005        (Dealing with Extended Latencies)

Jan 2005         (When Acquisition Spoils Retention)

Dec 2004        (Creating a Successful Analytical Culture)

Nov 2004         (Customer Value : Current and Potential Value Matrix)

Oct 2004          (Customer Marketing for Small Business)

Sep 2004         (Measuring Customer Retention)

Aug 2004         (Six Sigma Marketing)

Jul 2004           (Creating Retention Metrics: Retail and Wireless)

Jun 2004          (Optimizing for Visitor Conversion)

May 2004          (Student and Wireless Retention)

Apr 2004           (Customer Segmentation)

Mar 2004          (Customer Value Scoring)

Feb 2004          (Using ACT! with Small Business B2B Models)

Jan 2004           (Using LifeTime Value for Ad Budgeting)

Dec 2003          (Mutual Fund Model for CRM)

Nov 2003          (Web Analytics, Email Scoring)

Oct 2003           (New RFM: Subscriptions and Conferences)

Sep 2003          (Using the New RFM)

Aug 2003           (The New RFM)

Jul 2003             (Visitor Conversion: Initial and Repeat)

Jun 2003            (Customer Retention and Defection)

May 2003           (Recency of Visit)

Apr 2003            (Recency / Newsletter Subscriptions)

Mar 2003           (Recency/ Relationship Marketing)

Feb 2003           (Recency / ROI of CRM)

Jan 2003           (Recency continued;  Loyalty / Affinity)

Dec 2002         (Recency continued; Control Groups and Halo Effects)

Nov 2002         (Recency: The Internet Retailing Example)

Oct 2002b        (Recency: Not for Everyone?)

Oct 2002          (Recency Defined)

Sep 2002         (Recency: It's all Relative)

Aug 2002         (Latency: Services, Non-Profits, Distribution Chains)

Jul 2002            (B2B Software #3, Cost of Queuing Customers)

Jun 2002           (B2B Software #2, Free / Pay Content Model Analysis)

May 2002         (B2B Software Example)

Apr 2002          (Hair Salon Example #4)

Mar 2002          (Hair Salon Example #3)

Feb 2002          (Real World Example Continued, Frequency Ranges)

Jan 2002          (Real World Examples: Latency)

Dec 2001         (Free WebTrends Visitor Quality Calculator)

Nov 2001          (Latency Promotions: Affect on Customer LifeCycle

Oct 2001            (High ROI Latency-Based Promotions)

Sep 2001          (Latency Profiles)

Aug 2001          (Behavioral Marketing Overview)

Jul 2001            (Customer LifeCycle: Latency)

Jun 2001           (One-Time Buyers)

May 2001          (Recency / Discounting)

Apr 2001           (Using log file analysis)

Mar 2001          (Geo-demographics)

Feb 2001           (ROI of Branding)

Jan 2001           (RF Techniques in services)

Dec 2000         (Best Pay-per Click Practices)

Nov 2000        (Loyalty Book Reviews)

Oct 2000         (Subsidy Costs/Halo Effects)

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