Crepuscular Light Blog – Jim Novo – Drilling Down Man

“Because I could not stop for Death, He kindly stopped for me; The carriage held but just ourselves And Immortality.  We slowly drove, He knew no haste, and I had put away My labour, and my leisure too, For his civility”.  Clearly, Emily spent far too much time on a Silly Series.

It is now time to turn our attention to Jim Novo, a man with unusual dating techniques.

All about Jim Novo.

Jim Novo is a customer analysis consultant with a 25 year track record of generating exceptional returns on customer marketing program investments.  As Vice President of Programming & Marketing at Home Shopping Network, Jim handled the integration of customer communications and marketing across the Television, Catalog, and Internet divisions before starting his own consultancy in 1997.  He is the author of Drilling Down: Turning Customer Data into Profits with a Spreadsheet.

Jim is an MBA Graduate of Babson College, a school known for a focus on entrepreneurial activity.  He majored in Economics and Psychology as an undergraduate at Dartmouth College.  Jim is co-author of The Marketer’s Common Sense Guide to e-Metrics withBryan Eisenberg and Managing Director of Education for the Web Analytics Association (WAA), serving as the Lead Instructor on development of the WAA’s 4-course series teaching students how to measure and manage online marketing.


What is worth knowing about Jim Novo?

Define “worth”, what’s the context?  Got a KPI?  Median value?

For web analysts, I suppose it might be I have been involved with the measurement of interactive customer behavior from a marketing perspective since 1984, starting with the first addressable cable TV set-top boxes, through TV Shopping and fully interactive cable systems, and on into the web.  So I have optimized widely divergent interactive systems for profitability, and the thing is, I see the same patterns repeating over and over in all of them.  For some analysts, this might mean my ideas are “worth” considering, even if they contradict what is right now considered a best practice.


Did you have any interesting nicknames in school?  I have no doubt you’ve been called Supernovo at some point.

Almost!  SuperNova (with an “a” at the end) was my college fraternity nickname.  At HSN, they called me “Dr No”, I’ll let you guess why.  Hint: Has something to do with marketing analytics.


Who is your superhero-sans-cape in the web analytics community and why?

Dr. Peter S. Fader of the Wharton School.  You probably don’t know him, but back in the late 1990′s he was already proving interactive web marketing concepts most people still do not understand.  His conclusions mirrored what we learned at Home Shopping Network about properly using interactivity to optimize profits, and that was a big deal to me, to know someone else in another environment had the same results I did.  By the way, Prof Fader is speaking on the last day at eMetrics NYC – a must see if you are there.


If you could plan your last words, what would they be?

It requires a very unusual mind to undertake the analysis of the obvious. (Alfred North Whitehead)

Read More here – http://www.emerkirrane.com/2011/08/15/jim-novo-drilling-down-man/

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