- File Size: 1937 KB
- Print Length: 42 pages
- Simultaneous Device Usage: Unlimited
- Publisher: Kevin Hillstrom (December 15, 2010)
- Publication Date: December 15, 2010
- Sold by: Amazon Digital Services LLC
- Language: English
- ASIN: B004GHN668
- Text-to-Speech: Enabled
- Word Wise: Enabled
- Lending: Enabled
- Amazon Best Sellers Rank: #1,594,056 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
|Print List Price:||$7.95|
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Hillstrom's Catalog Marketing PhD Kindle Edition
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Top customer reviews
I do mean a booklet. I read this ebook in an hour which gave me time to think about how I could apply these concepts. The writing style is very similar to his Mine That Data blog.
I'm surprised there isn't a table of contents. Despite being so short, the ToC is definitely valuable in assessing whether the book is worth it. For those unsure of spending $2.99 on this book, here's the Table of Contents:
Migration Probability Tables
Sixteen Digital Profiles
The Modeling Process
The Organic Percentage
The Ranking Table
If you're still on the fence about buying this book, let me detail out a few pros and cons:
- The core of this book is how Hillstrom tries to address Matchback and over mailing of poor performing customers. Primarily the latter.
- For Less than $3, you get a glimpse at how others segment their customer file - normally that costs you a ticket to the DMA or other conference.
- The model goes well beyond RFM and makes use of statistical analysis to develop these segments.
- Hillstrom provides the variables that he has found to be very predictive when running this model. That's a lot more than most consultants would give, I think.
- The statistical tests are not cited with additional resources for follow-up. If you didn't know how to run logistic regression, or why it required a binary (1/0) response variables, you'd be lost for two dozen pages.
- The book is about the house file and there is no discussion on customer acquisition.
- Not really a con, but it should be stated that this books is NOT a "How-To" book on statistical analysis or on how to build a successful catalog business. Instead, it assumes you are analyzing your existing customers with a minimum of 24 months of sales data.
Bottom Line: Had this book gone more into acquisition and more detail into the statistical procedures, it would be a 5-star look at how sophisticated catalogers segment and act on their database. Instead, it's a 4-star, interesting read about how Hillstrom segments his client's customer database which leaves questions like "How the heck did he do that?" left open for the reader to explore.
Using real-life data he guides the reader through a short data mining exercise to how to choose the most optimal/cost-effective channel mix as marketeer of a catalog company.
Although the booklet is about doing better catalog marketing, I found the approach instructive and applicable in other marketing settings. I think that the audience of this booklet are analytical marketeers, data miners, or marketing managers.
Be aware that this is a booklet or book chapter rather than a full book. It counts appr. 40 pages on my Kindle.
But given the low price (digital edition) and strong content, I consider it good value for money.