Hire Kevin!

A Plethora of Options


Have a project where you need Kevin's help? Yes? Good! Here are the many ways that you can work with Kevin.

On all projects, Kevin bills half of the project fee up-front, half is due within 15 days of project completion. A typical project takes 3-4 weeks to complete.

Send Kevin an email (kevinh@minethatdata) or dial 206-853-8278 for details.

Hillstrom's QuickScores

For the duration of our virus-induced quarantine and likely well into 2021, we will have no choice but to either rebuild businesses or capitalize on a virus-induced bump in sales, with most of us in the former category. Email marketing will be one of the key drivers that restore File Power to our businesses, given the low cost and high relevancy of the channel.

Hillstrom's QuickScores addresses a targeted approach to restoring File Power, Sales, and Profit. Based on a proprietary weighting strategy that evaluates when historical purchases happened and how much was spent (by marketing channel), you will receive the following QuickScores.

• Email QuickScore:  A score that you can use for targeting purposes ... each customer ranked from highest to lowest based on the probability of purchasing via an email campaign. You'll know exactly who to target for loyalty programs, for activation programs, for reactivation programs.
• Catalog QuickScore:  For catalogers, a score that will tell you who is most likely to purchase solely because of catalog mailings. Historical purchases across channels are weighted appropriately so that you are not wasting one penny of the money your brand allocates to marketing purposes.
• Merchandise QuickScore:  Based on weighted historical transactions you will know, by customer, the Primary Merchandise Category and the Secondary Merchandise Category preferred by the customer. Used in combination with the Email QuickScore, you will be able to target the specific merchandise that causes the customer to be most likely to purchase from an Email Marketing campaign.
• Brand QuickScore:  An overall ranking of customers from best to worst based on Brand Loyalty.

Project Cost = $8,000.

Project Turnaround = Approximately One Week.

Project Deliverable = Email QuickScore, Catalog QuickScore (if you are a catalog brand), Merchandise QuickScore, and Brand QuickScore ... you will receive pseudo-code that allows you to score your own file on a weekly / daily / hourly basis.

Hillstrom's Business Evaluation

The most popular project request in the twelve-year history of my consultancy. I perform a thorough customer/merchandise analysis of your brand, identifying reasons why customers are performing fabulously or sub-optimally.

• Rolling Twelve Month Analysis of key metrics.
• Comp Segment analysis of marketing channels and merchandise categories.
• Life Table analysis to determine "when" you should focus most of your marketing efforts by customer.
• "Class Of" analysis to determine if you have a new merchandise or existing merchandise issue holding your brand back.
• "Winners / Contenders / Others" analysis to identify if your merchandising team is unable to fuel the health of your brand via blockbuster items.
• Long-Term Value of newly acquired customers.
• Long-Term Value of newly introduced merchandise.
• Pricing analysis to determine if you are raising/lowering prices to the detriment of your brand.
• File Power analysis and Five-Year Forecast to measure if you are protecting the long-term health of your brand based on current customer attributes.

Project Cost:

• Annual Sales of $1 to $29,999,999 = $15,000.
• Annual Sales of $30,000,000 to $99,999,999 = $25,000.
• Annual Sales of $100,000,000 to $999,999,999 = $35,000.
• Annual Sales of $1,000,000,000 and Greater = $50,000.

Project Turnaround = Approximately 3-4 Weeks.

Project Deliverable = A paper outlining the health of your brand, outlining actionable strategies for improving brand health and customer file strength.

Ad-Hoc Project

If your project doesn't fit nicely into the "Total Package" framework, I'm happy to work on it anyway!

• Annual Sales of $1 to $29,999,999 = $12,000.
• Annual Sales of $30,000,000 to $99,999,999 = $22,000.
• Annual Sales of $100,000,000 to $999,999,999 = $32,000.
• Annual Sales of $1,000,000,000 and Greater = $45,000.

Project Turnaround = Approximately 3-4 Weeks.

Catalog Contact Strategy

For a typical catalog brand, I can easily generate $1,000,000 of annual profit per $100,000,000 of annual sales by leveraging a proprietary algorithm that incorporates response, spend, and channel preference (i.e. the "organic percentage") to reduce wasteful catalog mailings. You will know (at a customer level) exactly how many catalogs to mail to customers to optimize annual profitability.

• Annual Sales of $1 to $29,999,999 = $17,000.
• Annual Sales of $30,000,000 to $99,999,999 = $30,000.
• Annual Sales of $100,000,000 to $999,999,999 = $40,000.
• Annual Sales of $1,000,000,000 and Greater = $55,000.

Buying / Selling a Company?

Send me five years of purchase history from the company you are thinking of buying/selling, and I will give you an unbiased view of the potential of the customer base to deliver acceptable sales/profit levels in the future. I combine my Fix It methodology with Buyer/Seller specific requests to properly measure how customers are actually behaving. Is the merchandise assortment acceptable? Are enough new customers being generated to fuel future growth? Does the company have a viable new merchandise strategy? Is comp segment productivity increasing or declining? 

• Project Cost = $24,000.

The MineThatData Elite Program

Three times a year Elite Program participants learn how their comp segment productivity is trending. They learn how good of a job they are doing at reactivating buyers and acquiring new buyers. They also learn about aspects of their business based on experimental methodologies that Kevin is playing with.

• First Run = $1,800, prepaid.
• Each Subsequent Run = $1,000 prepaid.
• Runs occur in February, June, and October.
• 5 Years of Data Required, One Row per Item Purchased, .csv Format.
• Fields (Columns) = Household_ID, Order Date (20191004), Quantity, Amount Spent, Item_Number, Merchandise_Category, Marketing Channel Purchased From.

Invite Kevin to Visit Your Campus

Kevin frequently visits clients for day-long sessions designed to fix various business problems.

• Visit Cost = $4,000 per day.
• Client pays for Economy-Plus airfare and all applicable travel expenses including hotel, car rental, parking.

Consulting Retainer

Kevin occasionally partners only with Leading Brands on a retainer basis. The client purchases hours on a "use-'em-or-lose-'em" basis.

• Retainer Cost = $20,000 per 7 Days of Work, use it or lose it, prepaid.

Speaking Fee

Kevin has been featured at major conferences in Germany, Sweden, UK, and the United States, as well as Shop.org and Internet Retailer.

• Speaking Fee = $4,000, plus Economy-Plus airfare and all applicable travel expenses.

Data Requirements

The image below illustrates what a typical project dataset looks like. Most projects can be completed with just "File #1". Most e-commerce / mobile projects require "File #3". Most catalog contact strategy projects require "File #2". Files must be formatted in .csv format. I can offer credentials for an FTP server if required.