Posts Tagged 'digital marketing'

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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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 Eliminate Duplicate Data In 3 Simple Steps

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Is your database riddled wiMassa Inc_Image_Avoid Duplicate Datath duplicate customer data? Are you sending multiple mailings to the same person? Do you have slightly different addresses assigned to multiple customer records for the same individual?

If so, that duplicate information could be costing you time, money, and even your company’s reputation.

Duplicate data is costly

While working on a recent data clean-up project, we came ...

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Which Customers Are Buying What? Here’s How To Tell

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Massa Inc - Know what your customers are buyingThere are three key questions that must be answered before you begin any marketing campaign. In Part 1 of this series, I talked about the first question, “Who is your customer?” In this post I’ll reveal the second question you should ask yourself, plus how to apply your answers to create a ...

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The Unparalleled Power of Segmentation

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Massa & Co Image - Who Is Your Audience?Before beginning any marketing campaign, there are three crucial questions you need to ask yourself in order to achieve success. Over the course of my next three articles, I’ll reveal what those questions are, how to answer them, and how to apply those answers to create a winning campaign that is ...

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Why Every Great Marketing Campaign Begins At The End

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Massa & Company: Measure MarketingIt’s about time marketing analytics became trendy. More and more marketers are keeping an eye on what’s known as “marketing metrics,” or data that helps them track the success of campaigns, accurately determine ROI, and spend less money by talking to the right people.

But are your marketing campaigns truly set up for success? Do you ...

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How To Conduct A Data Audit In 5 Simple Steps

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Audit ConceptA data audit is one of the most effective ways to identify problem areas in your marketing, your data storage, and your overall business operations.

When you take a good, hard look at your data assets and how they’re used, you can easily see where money is being wasted, and how to strategically increase your profits.

Here is a simple ...

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Why You Need A Data Audit Right Now

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Massa Inc_Clean Up DataIf you could increase your take-home pay by tens, even hundreds of thousands of dollars in 2016, would you do it?

In my experience, there are two types of answers to that question:
“Yes! How do I get started?” and “Nah. We’re hitting our numbers, so why rock the boat?”

Here’s why you want to rock the boat: ...

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Case Study: How To Better Allocate Association Resources Using Data – Part 1

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Massa Inc Data Collection ImageAt Massa & Company, each of our projects begin with a data issue. Clients either need help with data management, manipulation, storage, cleaning, or sometimes all of the above.

We recently finished an analytic project for an international association with tens of thousands of members. While the scope of the work we did was on a ...

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Predictive Analytics 101: Using Past Customer Behavior To Predict Future Buying Trends

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Predictive AnalyticsI don’t know about you, but I like knowing how something works before I choose to invest in it.

Chances are you’ve heard a lot about predictive analytics – what it does, why you need it, and how you can use it to make better business and marketing decisions for your company.

But what is predictive analytics anyway?

How does it ...

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