Author Archive

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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Data Conversion vs. Data Migration: What’s The Difference?

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Massa Inc. data conversion vs migrationFor many small businesses and nonprofits, the mere thought of a large-scale data project is enough to make you break out in a cold sweat.

Where do you start?

What if your data is disorganized? And do you need to convert data, migrate data, or – gulp – both?

It may be tempting to just click the export button and ...

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How To Work With Your Data Vendor: 3 Things You Need To Know

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Massa Inc_Your Data VendorDo you need to hire a data vendor, but aren’t quite sure where to start? If you need to perform a major data migration, data conversion, or simply get organized, working with an outside expert can be the fastest, most cost-effective way to make your data work for you.

If you’ve never worked with a data expert before, or if ...

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Foolproof Data Migration in 4 Simple Steps

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Massa Inc - foolproof data migration ImageData migration means transferring data between silos, formats, or systems. You might need to append your data before migrating over to Salesforce, or convert your data before doing a direct mailing.

Whether you’re cleansing, appending, or de-duplicating your data, foolproof migration is possible – as long as you follow these 4 simple-but-important steps.

  1. Get everyone – and I ...
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How To Plan A Successful Data Migration

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Massa Inc Image - Planning ProcessPlanning is the most important part of any data migration. By carefully planning a strategic data migration long before your ideal completion date, you’ll enjoy a successful transition to a new system that boosts efficiency, productivity, and your bottom line.

Here’s how to plan a bulletproof data migration to help you reach and exceed your business goals.

Identify and ...

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5 Key Insights For A Successful Data Conversion

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Massa & Company - Successful Data ConversionIs data conversion just a matter of clicking the ‘export’ button? If only! For companies and nonprofits, large-scale data conversion can be a complex process that takes time, planning, and key insights into how to do it right.

Here are 5 ways to set yourself up for data conversion success:

#1: Think about the format

Data conversion is ...

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6 Questions to Ask Before Performing A Data Conversion

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Massa Inc. ImageYou’ve probably converted data from one form to another in both your personal and professional life – saving a Word document as a PDF, or converting a .png image file to a .jpg.

But what if data conversion needs to happen on a mass scale? For instance, what if you need to convert all of your customer records into a different ...

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