Use Data & Analytics to Improve Business 

Marketing Strategy vs Marketing Tactics

Don’t Confuse Marketing Tactics with Strategy

Something I often see in marketing and technology is people who choose tactics without a strategy. Even if the goal is implicit, always start marketing with a clear defined goal and terms of success.  In this article, I…
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Targeted Marketing with Customer Segmentation and RFM Analysis

Targeted Marketing with Customer Segmentation and RFM Analysis – Part 1

Introduction An eCommerce business wants to target customers that are likely to become inactive.  In this article, I will use a grouping technique called customer segmentation, and group customers by their purchase activity. Customer segmentation is the process…
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Fast Food Promotion Campaign Effectiveness

Marketing Analytics – Fast-Food Promotion Effectiveness

Summary A fast-food chain plans to add a new item to their menu. However, they are undecided on three possible marketing campaigns for promoting the new item. The new item is introduced at several randomly selected markets to…
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Thanksgiving Dinner Marketing Survey Data Analysis

Thanksgiving Dinner – Marketing Survey Data Analysis

Table of Contents IntroductionObjectiveData AnalysisThe Result4a. Business Value4b. The Perfect Thanksgiving Meal 1. Introduction In the spirit of Thanksgiving, I’ve decided to perform an analysis on a Thanksgiving day meal survey that was conducted a few years ago.…
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Digital Marketing and Data Science

Marketing Analytics & Data Science

Summary The data science community, Kaggle, recently announced the Google Analytics Customer Revenue Prediction competition. The competition uses data from the Google Merchandise store, and the challenge is to create a model that will predict the total revenue…
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