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Artificial Intelligence(AI) has recently been integrated into marketing and is still in its early stages. It makes automated decisions based on available data and audience observations or economic trends that impact marketing. By doing so, it enables marketers to gain more insight and understanding of their target audiences.  However, a business...
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Unfortunately far too many businesses tend to dismiss the need for market research when making business decisions. We’re not sure why this feeling not only exists, but seems more companies are willing to make sizable investments without fully understanding the opportunity or potential risks. Fundamentally, success in business is about mitigating...
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There are numerous reasons why a company may decide to develop a data science team in their organization. The skills an in-house team brings can enable organizations to turn raw data into strategic assets. Their skills lead to better use of data assets including understanding customer behavior, error detection, automation of...
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In order to effectively market to your target audience, it’s vital you first learn all that you can about what they think of your product or service. Their motivations, their reservations, their concerns, etc. We’ve found that one of the best ways to do this is through focus groups. What Are...
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Digital transformation is the process of implementing workflows and technologies that leverage data into your business operations. From using AI for marketing purposes to replacing paper invoices with billing apps, companies all over the world are changing their business processes, customer relations techniques, and marketing tactics. While it may be obvious...
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Many of you will know us as Confluence Digital from years ago – almost 12 years now – when we began. In 2014 we also launched Canna Ventures to provide data-driven branding and marketing to the emerging cannabis and CBD/hemp industry. Now we’ve consolidated both missions into one as – The Matters Group.  It’s been an interesting journey, to...
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"Data Scientist in Residence", "Chief Data Officer", "Big data engineer"...the data science buzzword du jour is “Data Scientist.” These data scientists are part data analyst, part statistician and part software developer. With data quickly becoming a top strategic business priority for many companies, the need for data scientists will only increase...
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When it comes to establishing a digital marketing presence, cannabis companies can’t follow the typical route of mainstream or less regulated industries. In addition to age restrictions, many of the most popular advertising channels are unavailable. Specifically we’re referring to paid search and social ads dominated by Google and Facebook.  Sure,...
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  Data and analytics have taken the business world by storm - finally! It’s been a long time coming though many may say they’ve always used data to support decision making. While true for some, the rise of Data Science from the back office to the boardroom conversations as the most...
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Okay, we're going to be blunt here. Fellow marketers time to “get over” the artificial intelligence (AI) hype. Time to stop thinking it’s all about “disruptive,” complex technology on the bleeding edges of a new frontier. The unfamiliar terminology. The unseeable interactions between variables lead to discovering solutions. The ridiculous and...
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Advanced Analytics is an encompassing term that is used to categorize techniques and technologies that seek to understand what happened in detail or to predict what may happen with an unmatched degree of precision. We use the term to encompass services that include Data Science, Artificial Intelligence, or AI and related...
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Before all is said and done, and you’re about to layout a roadmap for your cannabis brand, I believe there are five rules in building a brand you should know and, hopefully, follow.  I’ve listed them in order of importance, as follows, and while the rules are relevant for any-size company,...
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Since the advent of Big Data Analytics over a decade ago, the challenge has been to gather the data so that you can see the data and display it in such a way as to allow it to be useful in the day-to-day processes of a business.  Dashboards are very popular...
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2020 was an unforgettable year in many ways but also in very positive ways for the cannabis industry. The majority of states have now legalized recreational use of marijuana by adults or medical use. The US marijuana business is worth billions of dollars with estimates as high as $30 billion by...
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We’ve been posting opinions and comments that urge marketers to “get over” artificial intelligence (AI). To dive into AI’s veritable treasure house of research tools and insights, instead of circling it warily, for fear of banging into a “disruption” moment.  So, we hereby plant the flag of AI for the regular...
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Editor's Note: this article was lightly updated in May 2020. We hope Google sees the light and opens up more of its platform to legal cannabis, CBD and hemp companies.  Marketers in the cannabis industry have an interesting environment in which to work. The product is in demand and audiences want to...
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In its simplest terms, branding is having the courage to stand for something, ensuring, of course, that the target market both wants it and, preferably, is not currently getting it. This is the basis for a long-term relationship that the most successful brands understand connects on both a rational – “I...
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It’s a little early to tell if October 17th will become a national holiday in Canada, but it’s still a day for celebration. As we congratulate Canada as the first industrialized nation to legalize cannabis as they did a year ago, we want to share some of our insights on what...
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In two national surveys designed to uncover American attitudes toward cannabis, legalization and development of cannabis brands, we uncovered a unique subculture of Americans who strongly support legalizing recreational-use marijuana, but do not expect to purchase cannabis or engage with cannabis brands. Except in California, home to a historically bolder and...
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In order to effectively market to your target audience, it’s vital you first learn all that you can about what they think of your product or service. Their motivations, their reservations, their concerns, etc. We’ve found that one of the best ways to do this is through focus groups. What are...
Continue reading