Welcome to Drilling Down, your resource for High ROI Customer Marketing Tactics!
Hi there! Jim Novo here. Thanks for subscribing to the Drilling Down
newsletter. We’ll be talking about High ROI Customer Marketing
models and methods driven by customer data tracking and analysis.
I will show you how to go beyond using simple customer demographics to
start looking at past customer behavior, the most reliable source of
data for predicting the potential value of a customer and their
likelihood to remain a customer. When you nail down these behavioral
metrics and start measuring their trends, you will be able to:
* Identify customer segments with the highest future potential
* Focus on growing the profitability of middle potential customers
* Stop wasting resources acquiring and marketing to low potential
customers
Once you identify these groups, you can manage their value by:
* Emphasizing the ads, media, and products creating long term
high potential value customers and downplaying ones that don’t
* Creating High ROI marketing programs that maximize customer
value by increasing sales while lowering expenses
* Predicting when best customers are about to leave you and
reacting with customer retention and save-a-customer programs
* Quantifying the profitability of marketing and operational
initiatives by linking them to potential customer value
The newsletter will provide background and descriptions of
techniques usable by both small and large businesses – it’s
the thought process that’s important, not whether you use
a spreadsheet or a rules-based CRM engine to manage your
customer data. The newsletter and the web site together will
provide you a roadmap for implementing some of the best techniques
CRM has to offer – without all the costs. This “CRM-Lite” approach
allows you to test out the most powerful CRM and database marketing
ideas using existing resources – low hanging fruit; High ROI.
These techniques are based on the work I have been doing for over
20 years for clients like Media One (cable), MBNA (credit cards),
Home Shopping Network (TV shopping/catalog/web), CBS/SportsLine (web),
Cellular One / Cingular (cellular), Barnes & Noble (on and offline),
Tupperware (consumer), SteelTorch Software (retail analytics) and
Retek Direct (multi-channel retail order management and distribution).
