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, […]
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 […]
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 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 […]
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 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 […]
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, […]
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 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 […]