Longbow

Harbor Sweets’ Billie Phillips on Driving Off-Season Sales
July 16, 2008

For marketers who provide seasonal products, driving off-season sales is often challenging. However, by using predictive analytics, Billie Phillips, vice president of marketing at the Salem, Mass.-based candy company Harbor Sweets, was able to identify “at-risk” customers and market to them without risking valuable marketing budget dollars. Phillips used Portsmouth, N.H.-based Loyalty Builders’ Longbow analytics software to analyze customers with an order history that indicated they were buying less frequently and then apply this insight to a targeted mail campaign. With a response rate of nearly 40 percent, Harbor Sweets was able to increase results from a market that, previously, the company was slowly

Nuts & Bolts: 5 Minute Interview
July 1, 2008

For marketers who provide seasonal products, driving off-season sales is often challenging. However, by using predictive analytics, Billie Phillips, vice president of marketing at the Salem, Mass.-based candy company Harbor Sweets, was able to identify “at-risk” customers and market to them without risking valuable marketing budget dollars. Phillips used Portsmouth, N.H.-based Loyalty Builders’ Longbow analytics software to analyze customers with an order history that indicated they were buying less frequently, and then apply this insight to a targeted mail campaign. With a response rate of nearly 40 percent, Harbor Sweets was able to increase results from a market that, previously, the company was slowly

New Rules of Mathematical Marketing
June 1, 2008

The marketing challenge all companies face can be divided into two parts: customer acquisition and marketing to existing customers. Today, search engine marketing is the dominant methodology for customer acquisition, and Google is the preferred vehicle. The equally important task of existing customer marketing has a growing consensus around a set of best practices called mathematical marketing (MM). MM is the scientific process of marketing to existing customers based on a scientific understanding of how past customer behavior predicts future purchases. Key elements of the process include behavioral tracking, predictive analytics, behavioral targeting, testing, what-if analysis and results measurement. For comparison, the typical elements

Sweet Success
May 1, 2007

In a red brick building in Salem, Mass., within a stone’s throw of the Atlantic coast, is a small company that uses local labor to handcraft a line of gourmet chocolates sold through multiple channels to customers worldwide. This company is demonstrating that a viable multichannel selling strategy needn’t be reserved for just the behemoths in direct marketing. Harbor Sweets sells its luxury confections via a catalog, Web site, e-mail campaigns, retail channels and wholesale accounts, including Whole Foods Markets. Its overall sales have been growing 10 percent annually in recent years, and its average order value has increased 6 percent since 2004. Not