conversation about maximising value from customer insight

Chat about event triggers, over breakfast in the Gherkin

event triggersThis week I had the privilege of speaking at a breakfast briefing hosted by MyCustomer and Royal Mail Data Services. It was a great opportunity to share how useful event triggers can be, from my own experience helping clients.

Those joining us for this ‘invitation only’ breakfast came from a range of sectors, including not-for-profit, Retail & Financial Services. Only a minority were already actively using Predictive Analytics, to target their marketing, but those who were used propensity models.

As I’ve shared in a previous post, timing can be so critical to the effectiveness of your marketing. Quoting recent reports issued by both Royal Mail Data Services & the DMA, I shared how relevance is the critical predictor of marketing success. Does your communication arise at the right time & place (c.f. mobile moments post)? Is it personalised in design & content, to focus on the job that customer wants to get done right now?

In designing this event, MyCustomer had wisely allowed plenty of time for discussions at our tables, following the talk. As a speaker, even when I’m very familiar with the topic, it’s always refreshing to be part of these conversations – plus I always learn something new. (more…)

How to understand your customers’ mobile mind shift

mobile mind shiftWhen I first received a copy of this book, when it was published in 2014, I didn’t think it would be so relevant. Understanding a ‘mobile mind shift‘ sounded like just a fancy way of presenting advice for e-commerce leaders working on moving to mobile.

Now, having read this engaging work, I can see how relevant it is to all business leaders (including customer insight leaders).

There is much more to think about than you might first imagine. This practical book makes a good case for explaining why you can’t just port your website. It’s also much more involved than just having a dynamic presentation layer, that will adapt to the device (i.e. screen size) being used.

Packed full of findings from Forrester’s Mobile Mind Shift surveys, the structure of the material takes you through the different elements you need to consider.

Starting with understanding the needs/wants & current challenges of your customers (or employees), it helps you see how a different perspective (on what helps) can make all the difference. (more…)

Tips from passionate Data Insight Leaders in Barcelona

Data Insight LeadersAttending the 2016 Data Insight Leaders Summit in Barcelona proved to be a very wise decision. Unlike so many buzzword-focussed events, this one actually did attract speakers & delegates who were data insight leaders.

It also featured plenty of variety & interactive formats, to help delegates get fresh insights into their own data leadership challenges.

My role was to chair Day Two of this event, together with the Sales & Marketing track on Day One.

I’m pleased to report that being chair helps focus your attention on the key points & what best to bring out as lessons to remember. So, for the benefit of you readers who didn’t manage to make it to Barcelona, let me try & summarise the main lessons from this conference. (more…)

The best newsletters for tracking the Wider Insight World

wider insight worldWhilst we focus on events & applications of customer insight for businesses, what has been going on in the wider insight world?

Here are a few posts that caught my eye this week, which I thought you might find useful. To help you further, I’ve decide it’s fairer to ‘open the kimono‘ & share how you can keep as up-to-date.

The content I share below comes from just two consistently useful newsletters. It’s surprising how easily subscribing to the best newsletters & a morning habit of reading, can improve your knowledge.

First, let’s delve into the treasures offered up by the most recent Data Elixir newsletter. Here are three interesting recent posts.

The first two are probably for the more technically inclined, but the third one (a video on analytics & data visualisation) is well worth all analytical leaders watching. (more…)

Growth Hacking, should it matter to insight leaders?

growth hackingWhat is Growth Hacking? Is it more than a buzzword & should this matter to Customer Insight leaders?

Continuing our marketing focus, let’s consider how you can use customer insight to achieve rapid business growth.

Informal chats with business leaders, especially of SMEs, have revealed a growing interest in how conversion (not just the classic focus on response) can be improved through insight.

Often times, a public interest is sparked by making up a new word (c.f. Big Data or Wearables). It seems using data/analytics/insight to drive growth is no different. This time the term that is most popular appears to be Growth Hacking.

When I first came across ‘Growth Hacking’, I discounted it as just the latest over-hyped jargon created to sell products. But I’m coming round. A bit like the proverbial ‘gift horse’, it seems it would be foolish to look this in the mouth & walk away. I say that, because the more I have read on Growth Hacking, the more I realise it is also emphasising the need for insight. Have you wondered if articles on growth hacking are relevant for you? If so, this post should help you start exploring the term. (more…)

Data doesn’t kill creative, it feeds it (how to use both)

creativeThis week I had the opportunity to speak at the CIM’s Marketing Analytics & Creative Conference in Cardiff.

#CIMSmartArt proved to be a great event. Expertly chaired by Sameer Rahman, it focussed on the challenge: Is data killing creative?

In a room with a mixture of data-led and more design/creative focussed marketers, 4 speakers had opportunity to share their experience. The result was an encouraging conclusion. That both better use of data analytics (or wider customer insight) and creative design should be the goal.

Most speakers were coming from a wider marketing or creative agency perspective & it was great to hear how they valued data & analytics. They knew they needed insight to guide & feed their work. (more…)

Say no to a Data Scientist, in a festival of webinars

webinarIt was a pleasure, yesterday, to take part in the latest Directors’ Club ‘festival of webinars’.

This intriguingly entitled event spans 12 days, with an hour-long webinar each day. Each webinar includes two speakers, under the theme for the festival, which is: “Champions & Innovators of Customer Experience“.

Given that title, I was honoured to be asked to take part. Jon Snow, founder of Directors’ Club, has assembled a great list of participants including CX leaders from BP, Barclays, Atom Bank & The Post Office.

It was also good to see another of our guest bloggers, Gerry Brown share some of his wisdom on Day 3. His talk on “The power behind the phone – Reconnecting the front line, turning up their performance” is well worth hearing if you get a chance.

Yesterday was Day 6 of the festival, which I joined as first speaker (a link to the video is included below). (more…)