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Drilling Down: Turning Customer Data into Profits with
a Spreadsheet
A Guide to Maximizing Customer Marketing ROI
Jim Novo
Detailed description of, and impassioned polemic for, simple nuts and bolts
direct marketing techniques. And that's not a criticism. Novo's back to
basics message, actionable approach and refusal to collude in the obfuscation
that too often surrounds CRM, Relationship Marketing, 1to1 and all the
rest will give new heart to all of you who believe that the value of data-driven
marketing remains undiminished whatever acronym the vendors and big consultancies
are dressing it in this season.
If you are a direct marketer already, read it as a refresher that will
not only remind you of techniques you might have let slip from front of
mind, but probably teach you a few new wrinkles as well
If you are new to data-driven marketing here's a toolkit that will stand
you in good stead when you embark on your first campaigns.
Incidentally if you really are new to direct marketing I'd recommend you
start off by reading McCorkell's "Direct and Database Marketing" for a
comprehensive overview that gives a sound and rigourous framework, without
being theoretical or academic.
Back
to reviews |
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"...an invaluable
compendium of information on the most pressing challenge in
business today"
Sean Kelly
Comhra |
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"At last! Something
on data even an old Luddite like me can understand!"
Drayton Bird |
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"...a really useful resource to understanding all issues relating
to data management"
Prof Derek Holder
Institute of
Direct
Marketing |
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"...a down-to-earth, no-nonsense site designed to cover the
new practices and theory of Information Management"
Simon Lawrence
Information Arts |
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