123 eGuides

1 Minute Advice: How to Predict Your Best Customers

Using information collected during a customer’s first purchase, a new marketing tool that leverages machine learning technology can provide firms with valuable predictions about the customer’s future behavior, says Eva Ascarza, a marketing researcher and associate professor at Harvard Business School.

By incorporating data most companies discard, Ascarza and her co-researcher devised an algorithm capable of quickly analyzing more than 40 variables to create a “first impression” of the customer after the initial transaction. The algorithm then predicts which customers will become repeat buyers and which will be most responsive to email campaigns, information that firms can use to improve marketing strategy and return on investment.

“Companies are leaving money on the table,” says Ascarza, because they don’t know how to use most of the customer data they collect, especially when trying to manage newly acquired customers, for whom there is no historical data—something known in computer science as “the cold-start problem.”

Read Ascarza's research study here.

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here. Note: This eGuide and all 123 eGuides are on sale at half-price through July 31 only at Smashwords.com

1 Minute Advice: Are You Catering to the Eco-Conscious Consumer?

In a recent survey conducted by PwC, half of all global consumers indicated they've become more "eco-friendly," according to Strategy + Business. The publication reported that another survey conducted by Visual GPS in conjunction with YouGov revealed 81 percent of respondents expect companies to be environmentally conscious in their advertising and communications. Also in that survey, 69 percent of respondents said they were doing everything possible to minimize their own carbon footprint. Amy Emmert, senior editor of Stratey + Business, observes, "Neither consumers nor companies seem inclined to backtrack on their environmental commitments, especially in light of worsening climate change. And as the emphasis on sustainability continues to intensify, companies will want to continue to focus on innovations that please consumers and are good for business while doing as little harm to the planet as possible."

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

July Half-Price Sale on eGuides

During the month of July, you can purchase any 123 eGuide at half price. This special promotion is only available at Smashwords.com, where you can select your choice of eBook format, including Kindle (mobi), EPUB and PDF.

To take advantage of this half-price sale, click on the eGuide titles below that interest you. When you check out, simply use the code SSW50 to get the eGuide of your choice at half price -- regularly $2.99, just $1.49 each. Offer good through July 31.

Branding 123
Building a Breakthrough Brand in 3 Proven Steps
Third Edition

Low Cost / No Cost Marketing 123
3 Steps to Effective Marketing with Little or No Money

B2B Marketing 123
A 3 Step Approach for Marketing to Businesses

Product Launch 123
Launch a Product or Service in 3 Proven Steps

Sales Leads 123
Generating, Qualifying, and Converting Sales Leads in 3 Proven Steps

On Your Own 123
Launch a 1-Person Business in 3 Proven Steps

1 Minute Advice: Which Companies Have the Best Reputation?

Corporate reputation is based on a number of factors. According to Axios and Harris Poll, seven factors combine to create a company's "Reputation Quotient": Trust, vision, growth, products and services, culture, ethics and citizenship.  An April 2021 survey of nearly 43,000 Americans found that these ten companies were considered "most visible" and had the best reputations, ranked in order from 1 to 10:

1. Patagonia
2. Honda
3. Moderna
4. Chik-fil-A
5. SpaceX
6. Chewy
7. Pfizer
8. Tesla Motors
9. Costco
10. Amazon.com

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.