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 […]
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 […]
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 […]
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, […]
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 […]
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 […]
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!