Author Archive

Dashboards: Inform your decisions at a glance

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Since starting this blog a few years ago, I’ve written at length about marketing analytics, Google Analytics, key performance indicators (KPIs), data silos and everything else it takes to make sure that you’re capturing ...

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Customer Journey Maps: How data comes into play

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Customer journey maps are some of my favorite tools, and I’ve been hearing about them nonstop lately. In a world that was formerly so driven by customer demographics, we’re seeing a new age in which we define our customers by what they want, not who they are.

Customer journey maps are a perfect example of how your data should be put to work for ...

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Using Data to Build Your Dimensional Marketing Strategy

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Even I know how easy it is to get overwhelmed by data. (Yes, really.) Too often, I hear marketers say that they don’t have the resources to get deep-dives of their data, so they just do what they can. I understand that to a point, but in today’s marketing, you cannot afford not to take your data seriously.

One way that I see marketers ...

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The New Data Silos: Are your marketing tools connected?

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Remember the early days of marketing, when our “CRM” was a spreadsheet? Or worse, just index cards? (Geez! How did we survive?) For the longest time, our old tools created the dreaded data silos. We thought we had resolved the issue, until there were so many new martech tools to choose from. Here we are again – data silos!

We’ve come a long way ...

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Getting Organized: What data do you migrate to your new database?

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A new year means letting go of the old, getting organized and starting fresh. For many of our clients, that comes in the form of a new CRM database, and companies are often eager to let go of their legacy data and start fresh in their new system.

On the one hand, I understand where they’re coming from. The more historic data you ...

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What is Marketing Analytics, Anyway?

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If you’ve been reading my blog for a while, you know that I’m passionate about marketing analytics and food. In both cases, I have to keep things simple, clear and data-driven. As I was watching old episodes of Barefoot Contessa: Back to Basics, I got to thinking about how to take my analytics truly back to basics.

For businesses and ...

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Is your data ready for appeal season?

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Year-end appeal season is coming up fast, with some not-for-profits dropping their first appeals as early as September. Are you ready? Is your mailing list?

Massa & Co. helps non-profits of all sizes clean their data, segment their donors and analyze campaign results. We can help you reduce your fundraising costs by targeting the donors who are most likely to give via ...

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Make Google Analytics Work for You

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The marketers I know are still reeling from Coca-Cola ousting their CMO, and I can hardly believe it myself! Now more than ever, we have to focus not just on our marketing results, but proving our methods to our C-suite, our boards and even our marketing colleagues.

I’ve written before about marketing based on data instead of ...

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Keeping KPIs Simple: Narrowing Our Focus

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Keeping KPIs Simple: Narrowing Our Focus

I recently attended the CMO Smart conference from American Marketing Association Chicago, which was all about “Marketing at the Speed of Change.” The two panels of six chief marketing officers (CMOs) mentioned with reverence a topic that’s been on my mind lately: Key Performance Indicators (KPIs).

To be honest, I already had this blog written about KPIs, but now ...

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Predictive Analytics: When to Use It and How

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Predictive Analytics: When to Use It and How
What is Predictive Analytics Infographic - Massa & CompanyI have a client with an incredibly creative marketing team – they have some of the most off-the-wall, clever emails I’ve seen in a while, and meeting with them always keeps me on ...

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