Why is the Drilling Down approach unique?
Most books or articles on using RFM and related techniques are difficult to digest and hard to follow. They show you the theory but don’t teach you how to actually construct and implement it yourself. This book shows you how to actually profile and score customers, step by step, in simple language, with a spreadsheet (or any other program you want to use or write yourself to do the scoring – the business rules are provided). Then it shows you how to use these profiles like the big guys!But the models are just where it all starts. This book extends the basic theories of RFM into a number of tools you can use to improve customer retention, measure the effectiveness of content changes to your site, put a valuation on your business, and more.Along this journey you will also learn how ROI, Customer LifeCycles, LifeTime Value (LTV), and all the other little gems of data-driven marketing link together for a total picture of how marketing with customer data works.
