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Author: Bonnie Massa

Marketing Analytics, Predictive Analytics

Creating Better Marketing Campaigns with Customer Clustering

If 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 recipes that make your mouth water every time, each of your customers has unique tastes and sensibilities, and will therefore respond differently to different marketing messages. While you may need to effectively target a large portion of your customer base, those customers can’t (and shouldn’t) be marketed to in exactly the same way. Hey, we are all unique!
Data Cleanup

ROMI Cleanup

RETURN ON MARKETING INVESTMENT Can we talk about Marie Kondo for a minute? Yes, I am one of the many people who was drawn into her Netflix series, and I […]

Blog, Predictive Analytics

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

When 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 pan but when it comes to marketing her small business she opts for a well thought out plan based on carefully appended data – the cornbread equivalent of baking in a cast iron skillet. By focusing on quality, long-term customer loyalty, and strategic marketing decisions that are based on aggregated data, you’re sure to achieve results as delicious as cast iron cornbread. Check out the following case study to see what I mean…. Case Study: Data In Action

Blog, Marketing Analytics

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

This month on the blog, we’re revealing 3 easy, actionable ways to predict your customer’s next purchase using data and predictive analytics. 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 source of the problem. That’s why Step 1 of this 3-step process is changing your mindset about your customer. Whether you rely on intuition, data, or a combination of the two, it’s important to recognize that only your customer knows what they really want.

Blog, Predictive Analytics

Small Mindset Shift = Big Bottom Line Impact

Did 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 be willing to marinate the chicken for a long time. The more patient you are, the better the flavor. Marinating overnight, as opposed to an hour, makes the chicken incredibly succulent and really brings out the flavor of fresh ginger. It’s sort of like marinating on what your customers really want. When it comes to truly serving your customer’s needs, you want to do what works. But you also want to create a marketing strategy that’s fast, effective, and affordable.

Blog, Predictive Analytics

How to Target the Customers Likely to Buy Next

Recently 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 Thai Coconut Shrimp Soup, which called for the use of lemongrass. Now, I had never used lemongrass in my cooking before, but my friend had done her market research: she knew I was a culinary adventurist always ready to try something new (turns out lemongrass is great for infusing broth with flavor, but not so great when minced and consumed directly!). Lesson I learned is that sometimes – without proper research into a new ingredient – I do not prepare it correctly just by reading a recipe! I wish Blue Apron had provided a better way to describe the expected results of using this non-mainstream ingredient. Crunchy lemongrass in each bite of soup was disappointing. The lemongrass infused broth was delicious!

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