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 […]
How To Conduct A Data Audit In 5 Simple Steps
Is It Time to Update Your Data Audit? A data audit is a systematic examination and evaluation of your data-related processes, systems, and assets to ensure data accuracy, integrity, security, […]
The New Data Silos: Are your marketing tools connected?
Remember the early days of marketing, when our “CRM” was a spreadsheet? Or worse, just index cards? (Geez! How did we survive?) For the longest time, our old tools created […]
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 […]
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 […]
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 […]
How To Eliminate Duplicate Data In 3 Simple Steps
Is your database riddled with 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 […]
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 […]
Tracking The Activity Of Your Offline Campaigns Through Google Analytics
This blog post is the third of a four-part series, “The Top 4 Ways To Get Value From Google Analytics”. This post is intended for those who haven’t used Google […]
Find And Fix The Problem Pages On Your Website With Google Analytics
This blog post is the first of a four-part series, “The Top 4 Ways To Get Value From Google Analytics”. These posts are intended for those who haven’t used Google […]
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, […]
Predictive Modeling: The Key Profile Most Nonprofits Forget
We discussed recently how more and more nonprofits are using data and scientific modeling to accurately predict donations, increase donor engagement, and expand their reach and their mission. However, we’ve […]
The #1 Way To Find New Donors for Your Nonprofit
There are two ways to maintain a strong, reliable nonprofit donor base: Cultivate relationships with those who have donated or volunteered in the past Find new donors and expand your […]
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 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 […]