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!
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 […]
Predictive Analytics: When to Use It and How
I have a client with an incredibly creative marketing team – they have some of the most off-the-wall, clever emails I’ve seen in a while, and meeting with them always […]
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, […]
Foolproof Data Migration in 4 Simple Steps
Data migration means transferring data between silos, formats, or systems. You might need to append your data before migrating over to Salesforce, or convert your data before doing a direct […]
3 Signs You Desperately Need A Data Audit
Second quarter is the best time of year to take stock of your 2016 goals. Enough time has passed in the new year to determine if you’re on track, and […]
What My Magic 8 Ball Taught Me About Business
Have you ever felt so overwhelmed and baffled by a situation that you didn’t even know what question to ask in order to gain clarity? From buying a new laptop […]
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 […]
Embracing The Data Revolution: How Nonprofits Can Expand Their Donor Base With The Science Of Predictive Analytics
There has never been a better time to be a nonprofit organization. Why? Because for the first time in history, technological advances have made it possible for nonprofits of all […]
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 […]
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
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.
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!
The Biggest Marketing Mistake You Don’t Know You’re Making
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 […]
Turning Data Into Dollars: How to use Predictive Analytics to Increase Revenue and Decrease Marketing Costs
In 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 […]
5 Ways to Use Predictive Analytics to Boost your Bottom Line
In 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 […]
The Definition of 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 […]