I spend a lot of time in marketing-oriented discussion lists. If you do, you probably also sense the incredible frustration of people who keep asking about using their customer data to retain customers and increase profits. Everybody knows they should be doing it, but can't find out how to do it. Consultants and agencies make this process sound like some kind of "black magic", something you can't possibly do yourself. I disagree. I think the average business owner can do a perfectly decent job creating profiles and using them to retain customers and drive profits. Thus the book. The examples provided are Internet specific, but the methods can be used in any business where customer data is available. This book is about the down-and-dirty, nitty-gritty art of taking chunks of data generated by your customers and making sense of it, getting it to speak to you, creating insight into what types of marketing or general business actions you can take to make your business more profitable. We'll be talking about "action-oriented" ideas you can generate on your own to drive sales and profits, ideas that will reveal themselves by analyzing your own customer data, using only a spreadsheet. We have all heard how important it is to collect customer data, to "know" your customer. What I don't hear much about is what exactly you DO with all that data once you have collected it. How is it used? What exactly is Drilling Down into the data supposed to tell me, and what am I looking for when I get there? For that matter, what data should I be collecting and how will I use it when I have it? And how much is this process going to cost me? The following list outlines what you will learn and be able to do after reading the Drilling Down book: --What data is important to collect about a customer and what data is not --How to create action-oriented customer profiles with an Excel spreadsheet --How to use these profiles to plan marketing promotions --How to use these profiles to define the future value of your customers --How to use these profiles to measure the general health of your business --How to use these profiles to encourage customers to do what you want them to --How to predict when a customer is about to defect and leave you --How to increase your profits while decreasing your marketing costs --How to design high ROI (Return on Investment) marketing promotions How to blow away investors with predictions of the future profitability of your business Table of Contents Chapter 1: What's a Customer Profile? Chapter 2: Data-Driven Marketing - Customer Retention Basics Chapter 3: The Language of Data, The Science of Profit Chapter 4: Interactivity Changes the Rules of the Game Chapter 5: How to Build a Customer Profiling Spreadsheet Chapter 6: How to Profile (Score) Your Customers Chapter 7: Marketing Using Customer Scores - Basic Approach Chapter 8: Using Customer Characteristics and Multiple Scores Chapter 9: Watching Scores over Time - Customer LifeCycles Chapter 10: Customer Scoring Grids - Profiling on Steroids Chapter 11: Calculating and Using LifeTime Value in Promotions Chapter 12: Turning Profiles into Profits - the Staging Area Chapter 13: Turning Profiles into Profits - the Financial Model Chapter 14: Turning Profiles into Profits - Financial Tweaks Chapter 15: Measuring Success in Best Customer Promotions Chapter 16: Some Final Thoughts Seasonal Adjustments to Marketing Promotions Don't Fight Customer Behavior CRM Software and Customer Scoring Data-Driven Marketing Program Descriptions There's more! Automate the basic customer scoring process on large groups of customers. Use the software included free with this edition! Windows OS and MS Access and Excel required to run the software.

Easy-to-read writing style. Comprehensive coverage of all database topics. Bullet lists and tables. More detailed examples of database implementations. More SQL, including significant information on planned revisions to the language. Simple and easy explanation to complex topics like relational algebra, relational calculus, query processing and optimization. Covers topics on implementation issues like security, integrity, transaction management, concurrency control, backup and recovery etc. Latest advances in database technology.

This book contains a selection of thoroughly refereed and revised papers from the Third International ICST Conference on Digital Forensics and Cyber Crime, ICDF2C 2011, held October 26-28 in Dublin, Ireland. The field of digital forensics is becoming increasingly important for law enforcement, network security, and information assurance. It is a multidisciplinary area that encompasses a number of fields, including law, computer science, finance, networking, data mining, and criminal justice. The 24 papers in this volume cover a variety of topics ranging from tactics of cyber crime investigations to digital forensic education, network forensics, and the use of formal methods in digital investigations. There is a large section addressing forensics of mobile digital devices.

Everything you need to know about sniping from the top firearms writers. The Guns & Ammo Guide to Sniping is packed with a wealth of valuable information compiled by the foremost firearms writers today. A vast range of topics is covered in these articles, including: Unusual shooting positions The US Army’s XM2010 The sniper’s ultimate “one gun” Modern reticles Anti-cant Temperature effect Distance shooting for police Ballistics for beginners And much more! Discover tried and true tips, tactics, and techniques from the pros along with guidance on buying gear and firearms from experts including Caylen E. Wojcik, Tom Beckstrand, Todd Hodnett, and Jeff Hoffman. The Guns & Ammo Guide to Sniping has everything you need to know about sniping!

A voyage of discovery… Jennifer Prothero left Earth and a happy life in a rural commune to explore a space with two aliens. They travel in a ship taken from another alien species, the cruel Watermen, dreaded on planets everywhere, stealers of genetic samples, abusers of children. In the Milk, the celestial phenomenon that heralds the appearance of the Watermen, they find an artificial planet shrouded in mist that appears to be the Watermen’s base of operations and a massive bioengineering project of mysterious design and purpose. What Jennifer and her companions Sill and Glider learn on this planet will challenge all they understand about the Watermen—and the future of the universe.

While Apple provides a modicum of documentation for developers just starting with WebObjects, more-skilled WebObjects developers typically learn from each other or via trial and error. Practical WebObjects formalizes this process for the skilled and experienced WebObjects developer with this 100% pragmatic resource. Written by two expert WebObjects developers, Charles Hill and Sacha Mallais, this book features working, world-tested solutions for difficult problems. Endorsed by Global Village, Practical WebObjects includes many topics not covered anywhere else, including localization, validation, and optimization. Practical WebObjects will prove invaluable for WebObjects developers trying to solve specific problems and wanting to increase their overall knowledge of WebObjects. Table of Contents Making Your Code Better EO Modeling Techniques Managing the Object Graph Authentication and Security Input and State Validation of Enterprise Objects The Secret Life of Components Components and Elements Localization Copying Enterprise Objects WebObjects in a J2EE World XML and WebObjects