Book and Site Testimonials
Long or short, doesn't matter to me, we'll put 'em up for all to
see. If you enjoyed the book or have had success with the Drilling
Down method, please let me know.
If you thought the book was useless, we'll put your comments up
too. Don't expect me to go down without a fight though.
From Susanne Melms:
Truly - not many books, in school (it was a few years ago :-)) or after
school have received my 200% attention from the first page to the very last like
"Drilling Down" did!
Susanne hails from Sweden and was an absolute joy to correspond with - she
was the first to find a typo in the new August 2002 edition of
the book (this has been corrected - isn't Print On Demand just great?). Now, I sold a bunch of them (mostly in the
U.S.) before she spoke
up, so I guess that means people in the U.S. either don't care about things like
that or it's easier to miss them when English is your only language. In fact, the first person to point out
a typo in the
initial book hails from Brazil. Interesting pattern
don't you think?
From Lori Witzel:
In a downsized economy, with downsized resources, Marketing may not always have access to IT and Database support.
Jim Novo's book 'Drilling Down' gives marketers the ability to do meaningful, effective customer value-scoring themselves, quickly and easily.
I know -- I used it on a time-sensitive project, and it works. Thanks, Jim!
Lori is the Marketing Manager over at Sheshunoff Information Services,
"a leader in financial data and analysis, professional publications, work
solutions, and regulatory reporting tools." You figure she must know
a thing or three about analytics, right? Hey, data mining it's not, but it
works. For many companies, it may be all you ever need, because it could
take you a decade to uncover all the hidden gems in your customer data using
just the information in this book.
From Luke Ashworth:
Just to say I am absolutely thrilled with your book. I am
about to make a
leap to a much bigger job as Marketing Mgr of a large online and catalogue
computer reseller, and your words are my holy grail at the moment - I can't
actually work out yet how, armed with this knowledge, anyone can fail in
direct marketing, whether it be online or through an offline catalogue!
Jim says: It is starting to happen. Out with
the old, in with the new. The next generation of web marketers is about to
hit the streets, and they are getting promoted and getting great jobs because
they understand the web is a direct marketing medium, where customer
behavior analysis rules.
From Leonardo Grinstein:
I'm a Latin America Internet entrepreneur
with over two years of experience in the Web Portal segment. My
greatest expertise is in community building.
Jim Novo brings customer database marketing
and CRM analysis to life. He shows you the roadmap to success in a simple,
straightforward way. He takes everything you wanted to know about managing
customer relationships and places it in one resource. There is more
“real world” information about customer analysis and database
marketing packed into 120 pages than you could get in a year’s worth of
seminars and consultant meetings. Jim gives the tools of the professionals
This book teaches you exactly how to use
CRM for customer valuation and to influence retention.
With a simple Excel
spreadsheet you can create action oriented customer profiles and
LTV’s for different groups. This way you can develop different messages
aimed at each group, with products and offers appropriate to the group
being addressed. You end up increasing your ROI by acquiring more
customers like gold customers (your best customers) and getting other
customers to move up to gold. This book teaches you how to manage customer
retention and increase their LTV. One of the techniques that I learned in
this book that I liked the most was how to personalize a Web page based on
customer behavior. I was amazed to discover that I could do this just
using a spreadsheet!
There are people spending hundreds of
thousands of dollars for do what you can do just by reading this book!
We can’t keep targeting our customers and
blasting them with junk anymore. And we can’t keep buying loyalty with
ever-deeper, loss-making discounts. Now we have to start listening to our
individual customers’ needs, and find cost effective ways of meeting and
influencing them. This book is a must read for those who wish to survive
and prosper in this cutthroat web economy. Get this book!
Brazil, South America
Jim says: Thanks Leonardo, I should
have had you write the book jacket! Good to see the publishing side
is finding value in the book; you don't have to "sell something"
to benefit from optimizing your site for best customers. Got to know
how they behave first...
From Martín Kessler:
Jim Novo's Drilling Down is excellent!
Concepts that may take companies and professionals years, huge budgets and expensive
software to learn (if they ever do at all) are explained in a very simple and practical way.
The whole book, and its concepts and ideas, are so clear that even non-native English speakers as myself (I am Argentinian) fully understand it and can easily put it to work in practice.
Every chapter gives you powerful insight that can be applied in your business.
Jim says: Yet another non-native English
speaking customer who thinks the book is "simple and practical."
Of course, I keep saying that but people think, "How can customer modeling
be easy? Don't you need millions of dollars in software?"
Answer: It is and no you don't. Best of luck to you Martín and your
fellow Argentinians on your current economic journey. We're pullin' hard
From Kim Gladman:
I stumbled across your Web site some time ago and have been a regular visitor
since. I receive your regular emails and find your information very
useful. You will be pleased to know that I purchased your book (Drilling
Down) just before Christmas and have just finished going through it. It
all sounds so easy! Your explanations and examples were wonderful
and easy to understand.
Jim says: The first testimonial of 2002, and another to the
simplicity of the Drilling Down method. Folks, you can get 80% of the
bottom line benefits of a complex CRM system using simple customer behavior
Recently I had the opportunity to read your book "Drilling Down - Turning
Customer Data into Profits with a Spreadsheet." It has been some time
since I have come across a book of its kind. The concept you highlight is
both interesting, and elegant in its simplicity. Please accept it as my
compliment when I say that you have won over a recruit in me. Your immense
experience in this area is naturally of great interest to me.
KG INFORMATION SYSTEMS LIMITED
Coimbatore - 641 035, India
Jim Says: Another IT guy loves the book. It's really
interesting, I wrote it for marketing people but the IT folks are really nuts
about it. Why? I don't think I can say it any better than Sameer
did: "The concept you highlight is both interesting and elegant in
its simplicity." I think IT folks are dying for a little simplicity
in the CRM area these days, don't you?
From Ken Robbins:
I just want to tell you how much I am enjoying your book, Drilling
Down. I discovered your website after searching for "loyalty"
and "analytics" information on the internet. Thanks for writing
such an easy-to-follow book and thanks for the mail-list.
I consider this my best resource for marketing...even far above others like
iMarketing News and Clickz.
Jim says: Man, that's some pretty good company he puts me
in. Ken hails from the world of direct marketing and knows a thing or
three about marketing consumer products, having worked on the product sourcing
side for Dirt Devil (Royal Appliance). Thanks, Ken.
From Alexander Mantikas:
Your newsletter is the single most valuable
tool of its kind for one simple reason: Your detailed examples on various
issues e.g. Recency, that we can instantly apply to our business. For a
small company with limited resources this is huge. Throw in all the great articles
and you have a winner! Your articles have
really helped me a lot, from a purely educational standpoint as well as sound
CENTENTIA Business Solutions
Athens, Hellas (Greece)
Jim Says: The web at its best,
don't you think? Wide and far, large and small, the Drilling Down method
helps 'em all.
From Steve Conn:
You have made a big impression on me with your Drilling Down book. The light
bulb is on now. I bought the book, read it and clearly see the power of
data-driven marketing as a result of your beautiful presentation of the concepts
I would like to get together with you to discuss
the possibility of you assisting me on several
consulting projects I am working on.
Can I take you to lunch? I am happy to pay
you for your time, insight and expertise. Please let me know as soon as
I am thrilled at the possibilities of having a
resource like you located so close by. I look forward to hearing from you.
supply your phone number in your reply?)
Jim says: Steve's in the Tampa Bay, FL area where I live, so
don't think he's flying me to California or New York for lunch. Not that I
wouldn't fly to CA or NYC for lunch, mind you. It would probably be a
better idea if you're located there to call me first and then I'd come out for a
couple of days and teach you how to make more
money in customer retention.
From David Jonah:
I saw your post in the Advertising Discussion Group and decided to follow it a
few hours ago. I have been reading and assembling information from your site
since then. I have downloaded the book sample and will read it. I intend
to come back and buy it.
You have wonderful information and a very helpful site. I have become
interested in customer data mining because I am leading a business model
development strategy session with a senior management team.
Sometime soon I hope to review your site for the e-zine that I also write for
and get you some more exposure. You have a solid common sense approach missing
from so many theoretical experts in building business approaches. Reminds
me of that old phrase among members of the clergy on theology ..."sometimes
our discussions are so celestial, that they are of no earthly good." Again,
thanks for a great site.
JONAH & ASSOCIATES
Jim says: Seems as though we have a trend forming here.
Descriptions like common sense, practical, actionable (see next) - it's good to
know people really "get it." Strip the hype
away, and you find
database marketing & customer analysis isn't black magic, folks. And
you don't need a Ph.D. or $5 million in software to do it profitably either. David is working on a very interesting, complex blended media
project for a offline company. We'll use the Drilling Down method to make sense
of all the customer data involved.
From Susan Butler:
Just wanted you to know that you are my hero. I have learned so much from
your book and the articles you provide links for. Your approach is truly
practical and "actionable" (a word often thrown around that sounds
good but is rarely demonstrated).
Jim says: Now I'm a hero? Cool, always wanted to be a
hero. Thing is, when you have never worked with real database marketing
techniques before it all can be very confusing. CRM is a classic database
marketing application, and people feel overwhelmed by the complexity of
it. Part of the problem is the data
mining aspect, which can churn out more senseless data than you could ever use
if you don't control the administration of it. My advice? Simplify,
folks. Don't start with the most difficult and complex ideas you can find;
start macro and work towards micro. Do a Pre-CRM testing program. And
relax. CRM really does work, if you have a plan
From Johnson Au-Yeung:
Ordered and read your book AFTER reading EVERY page in your website. Your
newsletter is outstanding and you seem to be one of the few with real life
experience in database marketing with the skills to simply explain with
pragmatic examples of how RFM and LTV should be used.
Jim says: Thanks for the compliment. Johnson comes from
the "operational" side of CRM, and was wondering in the rest of the
message if service businesses can benefit from the Drilling Down method.
No question about it, the answer is yes. Remember, current customer
behavior is the most accurate predictor of future customer behavior, and in a
service biz, you get to track a lot of behavior. What will the killer
indicator be? Hard to tell. Maybe a rise in trouble calls
indicates probable defection, or maybe a fall in trouble calls indicates they
don't care anymore because they are switching providers. The point is, you
measure the activity and look at the customer behavior to find links.
From (name and company withheld)
Thanks much for your reply.
Subsequent to my email, I read through much of the material on your site
and have a better grasp on the different variables we need to attempt to
measure in doing a ROI / BCA (benefit-cost analysis) calculation.
Again, I found your site incredibly useful and packed with real world
applications of theoretical concepts. I even forwarded on the link
to our Audience Development (AD) folks here hoping they would find it as
useful as I, though I'm sure they're much more familiar with the RFM
and LTV concepts. And of course, I plan to purchase the book!
Jim says: Oh well, name withheld, I guess corporate pressures do
prevent one from being on the record at times. When you become a major ROI
/ cash flow hero, let me know and we'll put your name up in lights.
"Name withheld" is from the advertising side of the business.
Look for customer behavior profiling (rather than demographics) to drive the ad business
in coming months. Using behavioral profiling is a sure-fire way to boost
response, and it's available from the majors.
From Ray Duong:
Thanks Jim, love your book and found it
Data Warehouse Architect
Jim says: Thanks Ray, spoken
like a busy IT kind of guy. Seems IT people are finding the book very helpful,
since half the time the marketing folks don't really know what they
want. Just make the marketing pukes read the book, then say "We'll do that,
OK?" Boom. Instant requirements documentation.
Seriously though, following the methods in the book allows you to do some
basic customer analysis and see what you need BEFORE you lay out the big
bucks for the CRM analytics. Some folks are starting to think that's exactly the way it should be done;
how else will you know if you are buying the kind of software you will need?
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