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 …

advanced analytics roi

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 …

marketing data science

Marketers, Data Science is More Accessible Than You Think

Andrea Steffes-Tuttle Marketing Analytics

A recent Forbes article quotes Krill Eremenko, the founder and CEO of SuperDataScience saying, “The most powerful data scientists are those who act as bridges between insights and people.” How incredibly true. Today’s marketers expect to see insights and results data from the work they do, but there’s a barrier between analysis and understanding. With a functioning data science and …

Are You Using Segmentation Properly?

Gary Robinson Marketing Analytics

This post is the first of a three part series on segmentation. In this article, we will discuss what segmentation is and how it’s sometimes used ineffectively. In part two we plan to dive into the various methods of segmentation and discuss their pros and cons with the purpose of tying this back to improving the effectiveness of segmentation. And, …