Advanced Customer Marketing Articles
The following articles are not part of the
introductory Drilling Down method tutorial, they cover advanced topics for specific circumstances.
If you would like a more in-depth view into the "how to" of customer
retention and loyalty programs, go ahead and read them.
Note:
Some terms and concepts used in the following articles may be unfamiliar to you;
for background information on Customer Marketing measurement techniques
you might want to take the tutorial: Comparing the
Potential Value of Customer Groups.
You can also review a backgrounder on this approach to modeling
customer behavior.
Recency: The Web Retailing Example
Case Study: Non-Profit Scores 192%
Increase in ROI using RFM Model
Latency: The B2B Software Example
Latency: The Hair Salon Example
RFM versus Predictive Modeling
Lifetime Value, I'd Like
to Introduce You to the CFO
Extending the Customer LifeCycle
Should You Build a Data Warehouse?
High ROI Latency
Promotion
Making Money with the Customer LifeCycle: Latency
Profiles
Customer Retention and Modeling in the High Ticket / Durable
Goods Business
Behavioral and LifeCycle Modeling in the Utility / Telecom / Insurance Business
Making Money with the
Customer LifeCycle: Customer Latency
Making Money with the Customer
LifeCycle: Trip Wire Marketing
Save Money Marketing
to One-Time Buyers
Use Recency Metrics to Make
More Money on Your Promotions
Monitoring Visitor Conversion
Using WebTrends
Micro versus Macro Analytical
Approach to CRM
"Pre-CRM" Testing
Techniques - Determining
Potential for Marketing ROI Before You Buy
How To
Measure Future Customer Value
and Manage it with High ROI E-mail
Tracking the Potential Profitability
of B2C
CRM Implementations
Measuring
Customer Retention
in Online Retailing
True Marketing Campaign ROI Links
to LTV (Lifetime Value)
Measuring Customer Loyalty
(Recent Repeater model)
Customer Response, Retention
and Valuation Concepts
(RFM model)
Customer Lifecycles
Calculating LifeTime Value (LTV)
Calculating Return on Investment
(ROI)
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