Drilling Down: Turning Customer Data into Profits With a Spreadsheet

Rating:
Summary: Excellent beginners guide to statistical marketing technique
Review: This is truly a great guide. The author assumes no prior knowledge and walks you through many examples about how to do Recency and Frequency (RF) scoring, hurdle rates, Lifetime value and how to apply it to your direct marketing campaigns. I got a lot out of this book as is deals with the scientific nature of transaction and customer analysis.

A little pricey, but you can get the pdf from the website...

Rating:
Summary: Excellent beginners guide to statistical marketing technique
Review: This is truly a great guide. The author assumes no prior knowledge and walks you through many examples about how to do Recency and Frequency (RF) scoring, hurdle rates, Lifetime value and how to apply it to your direct marketing campaigns. I got a lot out of this book as is deals with the scientific nature of transaction and customer analysis.

A little pricey, but you can get the pdf from the website...