Drilling Down Home Page Turning Customer Data
into Profits with a Spreadsheet
The Guide to Maximizing Customer Marketing ROI

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Book Includes all tutorials and examples from this web site

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

Marketing Productivity Blog

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

About the Author

Book Contents

 What is in the book?
 Productivity Blog
  Simple CRM
 Customer Retention
 Relationship Marketing
 Customer Loyalty
 Retail Optimization
  Visitor Conversion
  Visitor Quality
Guide to E-Metrics
  Customer Profiles
  Customer LifeCycles
  LifeTime Value
  Calculating ROI

  Recent Repeaters
  Retail Promotion
  Pre-CRM ROI Test
  Tracking CRM ROI
Tutorial: Latency
  Tutorial: Recency
  Scoring Software
  About Jim

Favorite Customer Marketing Sites

CRM Sites

CRM-Forum.com    ITtoolbox CRM
SearchCRM.com     Internet.com's CRM Library
CRMCommunity.com    destinationCRM.com

Database Marketing Articles

Relationship Marketing Resource
Free and paid newsletters, articles, and software tools for relationship marketing.

Database Marketing Institute
Broad resource on Database Marketing including B2B profiling.

Published by Frequency Marketing, Inc., COLLOQUY is dedicated to the dissemination of information and analysis related to frequency marketing and customer loyalty programs.  

Guide to Data Mining, Web Mining, Knowledge Discovery, and eCRM.

The CRISP-DM project has developed an industry- and tool-neutral Data Mining 
process model.

Marketing-Oriented Webmaster Sites

Serious writers and accurate information for those wearing all the hats required for managing and marketing a web site, especially if commerce is a serious part of the business.

Database Marketing Trade Mags

DM News
Online version of the direct marketing trade magazine.  The offline weekly is a must read for Data-Driven marketing types.  Searchable article database is free for 30 days after article publication.

DIRECT Magazine
Direct marketing trade magazine, targeted at the hard core data-driven marketer rather than beginners to the practice.

Target Marketing
An easy to read mag, especially helpful for newbie direct and database marketing types.  Get the offline version for access to all content.

DM Review
Comprehensive portal for information and technology related to database marketing.

Consultant Database Marketing Sites

Future Now Inc.
"The Conversion Rate Specialists" - I like the approach these guys take; it's based on hard numbers and real knowledge of customer behavior.  Sound familiar?  Besides, you can't market to a visitor you don't convert.  So the more people they teach how to convert visitors into customers, the more people will have databases of customers, which ultimately means more business for me!

Lots of free and several paid reports on different aspects of customer acquisition and retention.  The book by the same name, written by Patricia Seybold, is full of real world case studies about large companies implementing e-commerce.

Marketing 1 to 1
As the preeminent management consulting firm specializing in Customer Relationship Management and e-business strategies, Peppers and Rogers Group has earned global recognition for its ability to understand and communicate how technology is changing the way companies build relationships with customers (their words).

General Internet Marketing Sites

ClickZ Network
Tons of internet marketing advice from people who work in the business.  Daily columns, forums, guidebooks, conferences.

Case studies and interviews with top interactive marketing people are the name of the game at this site.  Anne Holland is often first with the details that might make a huge difference to your campaign approach.

Larry Chase's Web Digest For Marketers 
Larry's service consists of "mercifully short reviews of marketing oriented Web sites," delivered by e-mail each week.  Extensive searchable archives are hosted at the site.

Formed in November, 1995, the goal of the Internet Sales Moderated Discussion List has remained consistent over the past five years: to provide a forum for meaningful and helpful discussion of e-commerce issues by those engaged in the online sale of products and services.

I-Advertising is an interactive global community specific to the Internet advertising industry. They provide a number of high-quality industry publications and moderated interactive forums that promote the global exchange of industry information and encourage business networking.

Online Advertising
The Online Advertising Discussion List focuses on professional discussion of online advertising strategies, results, studies, tools, and media coverage. The list also provides editorial coverage of conference of interest to people in the Online Advertising industry.

About.com: Retailing
Comprehensive retailing portal.  B2B, B2C, CRM, and all your other favorite acronyms covered here.

Trade Associations

The Direct Marketing Association
 The DMA has been representing direct marketing since 1917.  Whatever a marketer's size, market or media, the DMA serves to help members achieve bottom line success and satisfied customers. 

Association for Interactive Marketing, the "trade association for business on the internet."  Now a subsidiary of the DMA.

Local (Near Me) Internet Organizations

Tampa Bay Wired


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This is the original Drilling Down web site; the advice and discussion continue on the Marketing Productivity Blog and Twitter.

Download the first 9 chapters of the Drilling Down book here: PDF
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