Customer Reviews

Drilling Down: Turning Customer Data into Profits with a Spreadsheet

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This is truly a great guide. The author assumes no prior knowledge and walks you through many examples about how to do Recency and Frequency (RF) scoring, hurdle rates, Lifetime value and how to apply it to your direct marketing campaigns. I got a lot out of this book as is deals with the scientific nature of transaction and customer analysis.

A little pricey, but you can get the pdf from the website...

Dear Mr.Jim Novo!

First of all, I'd like to apologize for my English!
My name is Ekaterine Maglakelidze. I am a lecturer at Tbilisi State University and University of Georgia(Georgia, the former Soviet Union).
I'd like You to know that Your book is the first item I've bought in Amazon.com. I do really appreciate Your book. I think it is the best book among those I've ever read in Consumer Behavior. What I really appreciate is that materials are very comprehensive and quite simple to understand especially for foreigners. I have recommended Your book to my students at Tbilisi State University and at University of Georgia(it is a private University located in Tbilisi, Georgia).They are happy to know how to use behavioral-based metrics (like Latency) and how to Design High ROI Marketing Programs. You see students are fed with theoretical materials that have no practical use. They are happy to have customer scoring software but they have not installed Your spreadsheet yet but I think we will manage it.
Finally, We will be happy if You find time to visit Our University and give the lecture.

Best regards,
Ekaterine Maglakelidze

This is one of the most actionable book on Analytics I have seen in the market. Lots of specifics around scenarios which tell a layman how interplay between recency , frequency across various industries can be used to derive simple insights. One word of caution though. The RFM metrics have to be seen in the context of the business process cycle and the different rhythms of the industries they apply in. In short Jim makes the complex , simple .

I've been pulling customer data since 1999, working it, extracting details about customer segment, but haven't realized how primitive my practice was until I picked up Drilling Down. Now I'm discovering so much more about my customers and those of my clients.

The only drawback is now my dissatisfaction with available Customer Relationship Management, Order Management, and related software, while Drilling Down makes it easy to get results; sometimes it seems the databases don't want to give it up. Thanks Jim!

Jim is a straight-forward guy and this book cuts to the chase. Are you segmenting your customer data... how hard? If you are not factoring in recency/latency and the previous purchase behavior to predict and quantify things like long term customer value, intent to repurchase, subscriber valuation you are probably offering incentives to customers who would have bought otherwise and lowering your margins and in turn letting customers who have fallen out of the buying cycle disappear completely. With the economy pinched your best ROI is in your customer data and you need to spend the $99 for this book as the key to unlock it. Get the book, your XLS data and get after it. Jim writes as he speaks, good author and even better guy

I have to say...I already started bragging to my marketing friends about this book. Most books about CRM are boring and hard to digest, but this book continually makes sense...the notes I am making and the information that I am carrying with me is priceless.

Julie