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!
How to Run a Marketing Campaign Test in 5 Easy Steps
The key to effective marketing is testing, testing, then testing again. If you don’t run a marketing campaign test on your campaigns and measure the results, there is no way […]
Identify And Track Customer Buying Patterns Over Time
Understanding and Adapting to Evolving Customer Buying Patterns Welcome to Part 3 of our marketing campaign preparation series, where we delve into the crucial aspect of understanding and tracking changes […]
Dashboards: Inform your decisions at a glance
Since starting this blog a few years ago, I’ve written at length about marketing analytics, Google Analytics, key performance indicators (KPIs), data silos and everything else it takes to make […]
Customer Journey Maps: How data comes into play
Customer journey maps are some of my favorite tools, and I’ve been hearing about them nonstop lately. In a world that was formerly so driven by customer demographics, we’re seeing […]
Using Data to Build Your Dimensional Marketing Strategy
Even I know how easy it is to get overwhelmed by data. (Yes, really.) Too often, I hear marketers say that they don’t have the resources to get deep-dives of […]
What is Marketing Analytics, Anyway?
If you’ve been reading my blog for a while, you know that I’m passionate about marketing analytics and food. In both cases, I have to keep things simple, clear and […]
Make Google Analytics Work for You
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 […]
Data Conversion vs. Data Migration: What’s The Difference?
For 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 […]
How To Work With Your Data Vendor: 3 Things You Need To Know
Do 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, […]
How To Plan A Successful Data Migration
Planning 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 […]
5 Key Insights For A Successful Data Conversion
Is 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 […]
6 Questions to Ask Before Performing A Data Conversion
You’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 […]
How To Get All Your Customer Data Into A Single Database In 5 Easy Steps
Storing customer data in a single, centralized database has incredible benefits for your bottom line. When your data is clean, organized, and easy to find, you can better understand your […]
5 Easy Ways To Keep Your Customer Data Current
Is your database up-to-date with the most current customer data? In today’s mobile world, it seems like mailing addresses change as frequently as email addresses and phone numbers. Staying on […]
Top 3 Insider Secrets For Making Customer Data More Profitable
In order to make your customer data profitable, you need to repair incorrect data, replace missing data, and develop a system for staying organized over time. When your data is […]
Which Customers Are Buying What? Here’s How To Tell
There 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 […]
The Unparalleled Power of Segmentation
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 […]
Why Every Great Marketing Campaign Begins At The End
It’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 […]
The Power Of Visual Aids
Whenever we perform a data audit for our clients, we include what’s called a data asset flowchart in our assessment. That’s just a fancy term for an image or graphic […]
Why You Need A Data Audit Right Now
If 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 […]
Case Study: How to Better Allocate Association Resources Using Data – Part 4
In Part 4 of our 4-part Case Study on association Special Interest Groups (SIGs), we’ll examine how our client, an international association with tens of thousands of members, used data […]
Case Study: How to Better Allocate Association Resources Using Data – Part 3
In Part 3 of our 4-part Case Study on association Special Interest Groups (SIGs), we’ll continue our data-based analysis of 100 different SIGs to help our client better allocate association […]
Case Study: How To Better Allocate Association Resources Using Data – Part 2
In Part 2 of our 4-part Case Study on association Special Interest Groups (SIGs), we’ll look at the most effective ways to analyze each group and decide if the resources […]
Case Study: How To Better Allocate Association Resources Using Data – Part 1
At 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 […]
Predictive Analytics 101: Using Past Customer Behavior To Predict Future Buying Trends
I 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 […]
How To Prevent A Marketing Meltdown
“What can marketers do so they are seen as part of a machine that drives revenue and profits? How can marketers take more control over the revenue process, build the […]
3 Proven Ways to Get Great Results from Not-So-Great Data
Has your house ever been such a mess that you had no idea where to even begin to clean? From piled up dishes to rogue dust bunnies, a messy living […]
5 Strategies For Choosing The Right KPI For Your Business
In a recent post, we discussed what key performance indicators are, and how they can help you troubleshoot unexpected problems before they irreparably hurt your business. That leaves us with […]
Why Should Your Business Have Strong KPIs?
Business is going strong, climbing quarter over quarter. But suddenly, it begins to drop. What’s going on? Is your sales staff complacent? Have you not spent enough on marketing? Why, […]
From Insight To Action: How To Convert Customer Data Into Pure Profits For Your Business
Throughout our 4 part series on redefining the customer shopping experience, we’ve learned how data, predictive modeling, and mobile marketing can create a more personalized retail experience for the customer. […]
How to Use Mobile Marketing to Engage Customers and Increase Sales
Mobile marketing has completely reinvented the way customers make purchasing decisions. On a recent trip to Italy, I began using TripAdvisor to find highly-rated restaurants that were within walking distance […]
Technology Is The New Personal Shopper: How To Use Data To Transform Your Customer’s Buying Experience
If your company is using predictive analytics to spot market trends and anticipate seasonal needs in your stores, congratulations! You’re well on your way to using data to transform your […]
How Your Store can Succeed with Data-Based Marketing
As a retailer, the successful collection and application of customer data is the most powerful tool in your marketing toolkit. When integrated into all of your marketing efforts, data has […]
How to Create Customer Profiles and Expand Your Reach with Purchased Lists
Last month on the blog, I revealed a three-step system for using customer zip codes to choose your next store location. Having a customer’s zip code is a powerful tool […]
Those 5 Magic Numbers: How a Zip Code Can Grow Your Business Like Gangbusters
Is the old business adage “location, location, location” still relevant in the digital marketplace? If you’ve recently tried to find parking at a Target store on a Saturday afternoon, the […]
The #1 Way to Slash Your Marketing Spend
Like most businesses, chances are you don’t have an unlimited marketing budget. Every time you run a marketing campaign that doesn’t provide a strong ROI, you lose precious financial resources […]
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.