Software Design, IT Assistance
Jim's Intro: I'm not a programmer. That said, I have helped
many IT people with functionality issues and requirements
documentation because I know a lot about how customer databases are
constructed, what goes in them, and what database marketers want to
use them for. In other words, just enough IT stuff to be
dangerous, and to be able to bridge the gap between marketeers and the
The really interesting thing about my
book is the number of IT people who just love it, and are using it
as a roadmap for some of their in-house stuff. How could this
Well, for one thing, I developed these methods in an interactive,
24 x 7 environment where nothing, and I mean nothing of any
significance happened without IT support. I had to learn
the ropes, and as a young marketeer, ending up realizing that
technology and marketing were converging, and that I would be better
off knowing as much as I could about the way these machines worked.
So the Drilling
Down method was developed right alongside the IT people who had to
make it happen in the real world.
Another reason IT people like the book so much is the method is
very logical, building upon itself as an iterative
process. It's a numbers-driven approach: everything gets a
number or "score," and all decision-making is driven by the
scores. Very black and white stuff, with little marketing speak
and the grasping at straws that accompanies it.
So if you're an IT person looking for a little solid direction on
customer behavior profiling, I think you'll like the book; these
people did. You can check out the specific chapter by
chapter contents of the book right here.
If you are working on a software application that has anything to
do with profiling customer behavior and you need a hand, perhaps I can
help. I know you know how to build it, the question is, do you
really know what should be in it? Where did the requirements
Let me give you an example. You undoubtedly spent a huge
amount of time working on collecting survey data and
"demographics" from customers. If you had been reading
this web site in 1998, you would have known that stuff is so 80's -
been there done that. Using demographics for customer profiling
doesn't work very well for anything useful, unless you are a pure
media play. If you are selling products, it's almost worthless
by itself, but becomes more important when linked to actual customer
behavior. But the marketers told you it was important,
Here's another example. Are you interested in tracking the
quality of customers generated by different ads? Did you know
you could track and compare the future value of the different
customers who respond, and determine the true ROI of a campaign?
You can. Find out how by taking this
One more example. Are you designing software to track the
value of customers responding to pay-per-click engines like GoTo and
search phrase placements like Google Adwords? Did you know a
customer who clicks on a paid search ad is often a higher value
customer than one who clicks on a free search listing for the same
keyword phrase on the very same page the paid ad is displayed?
You should probably read this article.
Anyway, my point is this. I know a lot about this stuff, and
I also know how to speak a language IT people
understand. So if
you need help with a marketing software project - you want to know what
kind of data you should collect, or the kinds
of reports that will facilitate profitable decision making, or
want to design a customer profiling application that will actually improve
the profits of the business when implemented, let me
And you might want to check out the book,
if for nothing else, to use as a starting place for customer profiling
requirements. Before you end up strangling the marketing people
who are unable to tell you what they need - in most cases because they
just don't know.
E-mail me or Call (cell) 727.895.5454.