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Creating Better Marketing Campaigns with Clustering

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Clustering improves marketing campaignsIf you’ve recently created an umbrella marketing campaign to target all of your customers, it’s probably because you want (and need) to make a big impact with your marketing message.

The secret to creating more effective marketing campaigns begins with a process called clustering.

Think of clustering in the same way you think of cooking. Just as you have certain foods and ...

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Putting Your Data to Work: How to Use the Data You’ve Collected to Boost Your Bottom Line

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Collect data to boost bottom lineWhen was the last time you had a conversation about cornbread?

Let me explain what this has to do with DATA!

There are two cornbread camps, and the one you fall into can reveal a lot about your marketing.  I will explain this claim later in this article and why my friend Fran likes to make cornbread in an aluminum ...

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Intuition Vs. Data: Which Marketing Style is Right for Your Business?

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Market ResearchThis month on the blog, we’re revealing 3 easy, actionable ways to predict your customer’s next purchase using data and predictive analytics. This is #3.

Some marketers rely heavily on intuition to create their marketing campaigns.
When they’re right about what their customers want, this technique works well. However, when marketing goals aren’t met, it can be mystifying to try and find the ...

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Small Mindset Shift = Big Bottom Line Impact

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New Mindset New ResultsDid you know that ginger is a natural anti-inflammatory? I didn’t. Once I discovered the health benefits of ginger, I was determined to find a great new ginger-based recipe to try.

Imagine my delight when I stumbled across a recipe for Dirty P’s Garlic-Ginger Chicken Thighs.

Now, in order to get down and ‘Dirty’ with this recipe, you have to ...

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How to Target the Customers Likely to Buy Next

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AnalyticsRecently I was the honored recipient of a free week of Blue Apron meals gifted to me by a friend who appreciates my “foodiness.”  Blue Apron is perfect for a passionate cook like me because you get to experiment with new recipes and ingredients each week.

The first item on the Blue Apron Agenda was a recipe for Continue Reading →

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The Biggest Marketing Mistake You Don’t Know You’re Making

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After returning from a trip to Italy, I found myself inspired to recreate all of the incredible Italian dishes I’d sampled during my vacation.

Although cooking is a passion of mine, I find that my tastiest creations still require following a recipe.

But my Italian escapade had me so inspired; I decided to let intuition be my guide.

I chose Tagliolini con Tartufo as my dish ...

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Turning Data Into Dollars: How to use Predictive Analytics to Increase Revenue and Decrease Marketing Costs

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Bonnie Massa_January Blog Post 3In my last post, I revealed how Predictive Analytics can be used to predict customer behavior in the same way that a great recipe can predict a delectable meal.

Just as a well-thought out recipe can predict mouth-watering culinary creations (I’m currently on an Italian kick!), a well-thought out, data-driven marketing plan can be used to increase your company’s revenue and ...

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5 Ways to Use Predictive Analytics to Boost your Bottom Line

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Bonnie Massa_January Image Blog Post 2In my exploits in the kitchen as an enthusiastic home cook, I am usually looking for more than one way to use a new ingredient (or an old one) that I really like.  The same is true with Predictive Analytics – there is more than one way to use analytics to get your desired result.

Most companies collect data on ...

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The Definition of Predictive Analytics

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Blackboard "Predictive Analytics"My recent trip to Italy has fueled a cooking frenzy in my household. While I’ve always loved to cook, something about creating homemade sauces and hand-rolled pastas based on authentic Italian recipes has unleashed my inner Iron Chef.

What I love most about cooking is that by following a specific recipe, you can almost always predict the culinary outcome.

Of course, there’s always ...

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Why Donor Databases are Like Wardrobes

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Here’s a cautionary tale.
A social services organization called me because its case management database no longer provided useful reports for case workers—or the statistical information funders wanted.

My research, which included interviewing all of the program staff and reviewing their existing system, indicated the system was left unattended for many years and couldn’t be fixed. I suggested four solutions: all costing $50,000 to $90,000 over five years. That’s hard to swallow when you haven’t devoted a dime to your system ...

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