The ABCs of Building, Managing, and Rebuilding Data Models

Gary Robinson Data Management, Insights, Marketing Analytics, Predictive Analytics

It’s estimated that we create an astonishing 2.5 quintillion bytes of data each day. With so much new data coming in—from sources as varied as social media to IoT—getting an accurate snapshot of what all of this information means for your business all comes down to how well—and how long—you use data models. Every model you run tells a story. …

Predictive Analytics & Big Data

Paul Maiste Marketing Analytics, Predictive Analytics

Efficiently Using Big Data for Advanced Analytics In recent years, analytics has brought to the forefront of business decision making the importance of understanding customer churn, value, channel preference, and other behaviors. Providing support for the marketer’s understanding of these metrics has become a key deliverable for IT departments, and big data has increasingly become a more integral aspect of …

Machine Learning and Advanced Data Analytics Now Accessible to Non-Programmers

Andrea Steffes-Tuttle Data Management, Insights, Marketing Analytics, Predictive Analytics

LityxIQ Release 4.0 offers an even more powerful analytics solution Wilmington, DE: LityxIQ release 4.0, brings increased functionality and processing speed to a platform already known for its ease of use in data blending, predictive analytics, machine learning, and decision optimization.  With most advanced analytics software platforms, advanced analytics is out of reach for many marketers and business analysts due …

Do Marketing Models Work?

Simon Poole Marketing Analytics, Predictive Analytics

A common question we hear from clients is whether mathematical models used for target marketing always work, and will it work for my business? Whether models always work can be a subjective question, unless we define the parameters for success at the beginning of a project. It is true that marketing models vary in performance but they invariably result in …

Segmenting—Are You Doing it Right?

Gary Robinson Marketing Analytics

In this article, we will discuss what segmentation is, why you should care and how it’s sometimes used ineffectively by marketers and firms alike. What is Segmentation? Segmentation is a universally understood construct that does not need to be taught to be recognized. We use it every day as we subconsciously put things into various buckets so we can quickly …

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The Revenue Impact of Using Advanced Analytics to Drive Better Performing Marketing Campaigns

Andrea Steffes-Tuttle Marketing Analytics

A step-by-step example illustrating the revenue impacts of applying advanced analytics to marketing campaigns We recently partnered with Concord Direct to present a webinar titled Marketers vs. Machines: Can Your Experience Beat Our Models. The presentation walked through a realistic example of how varying stages of advanced analytics can be applied to marketing campaigns in order to impact bottom-line revenue. …

Avoid Misattribution and Boost Results with Proper Segmentation

Andrea Steffes-Tuttle Marketing Analytics

What is Segmentation?  Segmentation is a universally understood construct that does not need to be taught to be understood. We use it every day as we subconsciously put things into various buckets so we can quickly process them. Safe vs. harmful, easy vs. hard, interesting vs. uninteresting, white-collar vs. blue collar, gender, political ideology, and so on. Our ability to …

Ensure Maximum Return on Your Digital Investments

Andrea Steffes-Tuttle Marketing Analytics

Digital Advertising is Ripe for Optimization Machine learning through approaches like predictive analytics has the power to drastically improve your digital media ROI. Given the nature of the digital medium, it’s easy to know, pretty quickly how campaigns are performing and who’s responding through an open, click, or conversion. This accessibility to performance data makes it ripe for the use …

What Nonprofit Marketers Can Learn from Their For-Profit Counterparts on Attracting Donors

Gary Robinson and Marianne Pelletier Marketing Analytics, Nonprofit

Lityx is proud to partner with Staupell Analytics Group. Staupell helps nonprofits enhance performance through their custom analytics, flexible training, improved business intelligence, and increased efficiency in data processing. Marianne Pelletier is the Managing Director of Staupell Analytics Group and has 30 years of experience in fundraising, including extensive prospect researching and prospecting. She is one of the first adopters …