You should read it. Go on, I’ll wait.
I’m a marketer.
Marketing involves examining the lifecycle and being really smart about it. There’s so much hype over this white whale called “CRM”, and it’s to the point where I don’t even want to call it CRM anymore. I’d much rather call it lifecycle management or lifecycle optimization or lifecycle hummingbird than call it CRM.
Novo’s pioneering work around lifecycle management – doing it in a spreadsheet, was really inspiring. Most businesses don’t have more than 65000 customers and 256 pieces of data on them. I took some of his techniques and applied them to SPSS syntax for more rows, columns, and ease of advanced analysis. The universality of the approach is just awesome.
I get excited when I read very elegant, well explained blog post on the topic.
So I’ll pass the question along: are you a marketer or an advertiser?