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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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