This week, we consider how analytics must be intentionally designed to drive behavior change. We examine three ways in which machine learning optimizes business functions and how the use of predictive analytics and the Internet of Things (IoT) technologies are being used in the transportation sector. We also share an e-book that covers four actionable steps to clean nonprofit data in order to spark donations. And finally, we highlight Google’s June algorithm update and what it means for marketers.

Analytics Without Behavior Change Is Just Expensive Artwork

by Matthew Halliday, commentary for

Data analytics can have a transformative effect on business, but it requires highly-intentional design around the user experience. IT leaders must first understand how data is being used within their enterprise organizations in order to build the most useful, efficient reporting system. This is because the goal of data analytics isn’t just about illustrating performance, it’s about driving behavior change.


Three Ways Machine Learning Optimizes Business Functions

By Crowe, brand contributor for

The most valuable and immediately available applications of machine learning aid in achieving greater efficiency in everyday business functions. They rely on historical data to perform tasks accurately, without explicit instructions from programmers. This article covers about three types and practical, real-world applications: machine learning consulting, product machine learning, and machine learning research.


IoT and Predictive Analytics: What We’re Driving Toward

by Pierre DuBois, commentary for

This article examines how the transportation sector is tapping into predictive analytics and IoT technologies to best manage their distribution operations. Predictive analytics plays a crucial role in deriving value from the real-time data of IoT devices. Amazon is discussed as a current example of this. Take a dive into how the research of predictive analytics can impact models used in this industry to drive towards strategic advantage.


Four Steps to Clean Data and Spark Donations

by Pat Farrell, contributing writer for

It’s easy for your donor database to quickly get outdated and cluttered. Each year, 25-30 percent of your customer data becomes stale, inaccurate, incomplete or duplicate data. Data disarray causes missed opportunities, high costs, and waste. This free e-book offers four easy steps to tidy up your data. Implement this cleanup method to re-engage lost donors, improve response, and spark donations.


Google’s June Update, Search Algorithm & More: Implications for Marketers

by Merilyn Pereira, staff writer for

Google algorithm updates typically aim to curb exploitation that manipulates page rankings to help genuine websites not get left behind by fraudulent ones. A new Google broad core algorithm update was released on June 3rd of this year. This update resulted in improvement to search queries, and as a result, improved user satisfaction. Learn about what this update means for marketers.



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