Sweets Billie Phillips

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

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