Libey and Pickering on RFM and Beyond
Donald R. Libey and Christopher Pickering
Published by MeritDirect Press, October 15, 2005
360 pages; hardcover.
$59.00 plus $9.00 S&H
Order Toll-Free: 866-405-1300
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The revision to the Libey classic on RFM with all new chapters on RFM plus Products, Channels, Positioning and Markets. Pickering provides "How-To" tactics to help direct marketers make more money and keep more customers. Insightful Introduction by Jack Schmid.
Some excerpts from the book:
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“I will enthusiastically recommend this book to my colleagues and friends! We all need to continue to learn and grow, and the wisdom and insights in this book will provide any direct marketer with an enhanced set of tools for future success. A superb new primer for unraveling the mysteries of competitive advantage in direct marketing.”
—Jerry Reisberg, Vice President,
Dun & Bradstreet
www.dnb.com |
“For years, Don Libey and Christopher Pickering have been helping the direct marketing industry grow businesses with the intricately detailed
RFM techniques described within. Their clear, pragmatic approach is so refreshing compared to the ‘data pontificators’ that have muddied the waters for years. What an incredible gift Don and Christopher offer to our industry! For every Marketing Manager interested in growing their business this is a must
read.”
—Lois Boyle, President,
J. Schmid & Assoc. Inc.
www.jschmid.com |
“I’ve always thought that there was more to RFM than a 3-digit code. With this book, the dynamic Libey and Pickering duo deliver the goods on how to take RFM to the next level, by combining it with additional data points and applying it in a complex, multichannel selling environment. Don and Chris have made a valuable contribution to direct
marketers, and marketing in general.”
—Ruth P. Stevens, President,
eMarketing Strategy
Author of: Trade Show and Event Marketing: Plan, Promote, Profit (Thomson)
www.ruthstevens.com |
Hillstrom’s Multichannel Forensics
by Kevin Hillstrom
Published by Direct Academy, 2008
232 pages; hardcover. ISBN: 9780977148950
$95.00 plus $4.50 S&H
Order Toll-Free: 866-405-1300
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This is the book that tells you what your future paper catalog strategy may become.
Kevin's Hillstrom's second book, Hillstrom's Multichannel Forensics, was released in 2007. Hillstrom offers CEOs and business leaders a framework for bridging the gap between multichannel marketing strategy and tactics.
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By illustrating the complex relationship between customers, advertising, products, brands and channels, Kevin is able to help the executive see how customers migrate from prospect to first-time buyer status to loyal brand advocates. The techniques in this book illustrate the most productive paths that customers take, resulting in increased sales and profit. Armed with these breakthrough techniques, the CEO or business leader knows where to invest scarce marketing resources to maximize return on investment in a multichannel retailing environment.
The business world was easier to manage, back in 1990. Retailers and catalogers had limited systems that housed customer data. By using canned reports produced by the “data processing” staff, leaders learned how various products sold, how each catalog drop performed, and how various customer segments spent money. With limited reports, and few marketing options, the executive made decisions based on intuition, tribal knowledge, and canned reports.
Today’s multichannel retailing world changed how executives manage online, catalog, or retail business models. Seemingly overnight, the online channel provided numerous ways for customers to interact with businesses. Ecommerce, email, search, portals, affiliates, blogs, and countless other technologies overwhelm today’s CEO.
The overwhelming proliferation of channels, and shorter “analyze, plan, execute” cycles can be confusing to today’s multichannel business leader. Too often, senior managers are asked to develop business strategy, but are given an overwhelming amount of performance data that does not help them develop effective business strategies.
Now, Kevin Hillstrom has finally put it all together, made it clear, and shows you exactly how customers migrate through the buying relationship and which ones you should focus on for improved profitability. And Multichannel Forensics gives you the ability to understand the optimal future allocation of advertising dollars between online and paper catalogs.
Hillstrom’s Database Marketing:
A Master’s Complete Method for Success
by Kevin Hillstrom
Published by Direct Academy, 2006
206 pages; hardcover.
$95.00 plus $4.50 S&H
Order Toll-Free: 866-405-1300
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For the CEO, Hillstrom’s Database Marketing is a model for corporate database development or enhancement.
For the marketer, this book is a proven plan for improved performance, knowledge, profits and strategic wisdom.
For the newcomer to database marketer, this book will hold its own for decades as a primary textbook. It contains the knowledge of a successful Master and he is passing his science and his art to you for your future.
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For the online, catalog, retail or wholesale entrepreneur, there is all the foundation ‘How To’ you need for building a database analytic process that creates success and growth.
For the financial manager, Hillstrom turns ‘mumbo jumbo’ into logical, clear data that translates to ROI and a higher corporate valuation and multiple.
For the Board of Directors, if your database marketing strategies and capabilities follow Hillstrom’s methods, you can check off one less worry.
Hillstrom’s Database Marketing is destined to be a database marketing classic. Even better, for those few inside database pros who keep all the secrets to themselves, this book will be a cult classic.
Some excerpts from the book:
"Kevin Hillstrom is the CEO's database marketer. Whereas many database marketers obscure the key drivers of customer behavior behind arcane terminology and complex mathematics, Kevin gives access to the customer through plain-language, straightforward prose that is well-supported by both real-world and illustrative examples.
When first practiced, database marketing could be relegated to the statistical back office. In today's digital, multi-channel environment, where the consumer's voice and intentions can be divined from a rich set of data and ongoing experimentation, every CEO needs to be a well-versed database marketer or risk losing touch with her customers. Kevin Hillstrom delivers his work in a manner that is accessible to this CEO and the technical practitioner alike."
Clark Kokich, President
Avenue A | Razorfish
"Kevin is a pioneer in the field of database marketing. He has debunked the myth that database marketing is for PhD statisticians by providing straightforward, English-language explanations of how to apply database marketing techniques to business problems that drive customer and business insight. This book is a ‘must have’ for both marketing executives and practitioners."
Dave Johnson, Executive Vice President for Direct Marketing Companies
School Specialty, Inc.
"I have been fortunate to have worked with Kevin for over 10 years now, and always have been amazed at his ability to break down complicated marketing problems and develop understandable actionable solutions to these problems. Working with Kevin has been a high point for me, as I consider him to one of the most knowledgeable people in our industry when it comes to understanding the customer’s needs and wants, and in turn generating a very productive and profitable relationship with the customer."
Mike Hayden, Sr. Vice President, Brokerage
Millard Group, Inc.
"As marketing professionals, we are all faced with the need to exploit business opportunities or fix business problems within our organizations everyday. Much of what we do is a product of our individual experience or the collective experiences within our organizations at a particular point in time. In his new book, Kevin Hillstrom draws his own professional experiences to outline practical solutions that can positively impact your business today. This book contains a wealth of insight that is worth its weight in gold. Having personally worked with Kevin in the past, I would describe him as a unique individual whose real skill is the ability to simplify the complex. You must read this book."
Harry Egler, Vice President, Marketing,
Getty Images, Inc.
