High ROI 
Customer Marketing Workshop

If you would like to get together and just have a free-for-all discussion of how to start making sense of your client's data and how to make more money with customer marketing, we can do that.  We'll touch on the subjects below, and follow whatever path you would like to take.  Some companies like structure; other companies don't.  Choose your poison.

For companies who like a structure to follow, there are generally three parts to the High ROI Customer Marketing design process:

Part 1

1.  Discovery - I find out as much as possible about the business from the participants so the workshop language and ideas can be customized to the business.  Lots of questions for you; you should bring any internal reports you have to facilitate answering these questions.  "We don't know" is a common answer and is perfectly OK.  We'll get there.

2.  Background - I provide general information on customer behavior analysis and customer retention strategy to make sure all participants are "up to speed" on the relevant issues.  It is very important all participants understand the fundamental concepts of customer behavior and the metrics used to monitor this behavior. 

3.  Customer Scoring - basic behavioral scoring techniques and how they are used to develop high ROI retention programs.  You will learn several different approaches and we will determine which of these might be best suited for your business and capabilities.  All you need is basic data query capability to implement customer scoring; no advanced software or data-mining capabilities are required.

Part 2

4.  Using Customer Scores - implementing the scores, scoring multiple behaviors for the same customer, and the interaction of scores with other customer data.  You will learn how the scores are used to select customers for promotions and predict the response rate of a campaign before it is run.

5.  LifeCycles and LifeTime Value - how scores are used to track and predict LifeCycles, determine maximum profitability "marketing trigger points," and compare the relative future value of customers by behavior / characteristic pairs.  You will learn how to display the LifeCycles of different customer groups visually, and how to use these displays to improve the ROI of new customer acquisition and existing customer retention promotions.

6.  Advanced Behavior Profiling - integrating the LifeCycle into reporting methods to create "customer behavior mapping" system flags and reports.  You will learn how to create the "early warning system" in a comprehensive retention program.  This system gives you a "heads up" on future retention challenges. 

Part 3

7.  Financial Modeling - simple formulas used to predict the financial outcome of high ROI marketing promotions and customer retention programs.  You will learn how to use customer scores to run "what if" scenarios and predict the profitability of customer marketing. 

8.  Program Optimization - testing methods and program levers used to maximize revenues while further reducing costs.  You will learn how to tweak your approach, deciding for each promotion in advance whether to drive top-line sales or bottom-line profits.

9.  Best Customer programs - specialized offers, measurement techniques, and testing situations encountered with these programs.  You will learn about using control groups for measuring the profitability of promotions without a response element, random sampling, subsidy costs, and halo effects.

10.  Wrap Up, Unique Situations, Q & A - CRM rules-based integration with behavior-based scoring, seasonal adjustments to models in retailing, interactive versus offline LifeCycles.  You will learn the answers to additional questions you may have.

 Your team can talk with me by phone or by e-mail as many times as they need to for 60 days after the seminar for clarification or interpretation of your results.  Your ROI on this seminar could be 2000% in a few months.

If you want a more detailed description of the  approach we will be taking, please review the contents of the Drilling Down book.  Depending on the skills / staff available to you, perhaps  you can develop a solution by purchasing the book and proceeding on your own.  Up to you!