conversation about maximising value from customer insight

A trio of Analytics applications Advice, Tools & Fun

Analytics applicationsA briefer, more lightweight, analytics applications post today as it’s been a busy week.

I’ve also realised it’s been a while since I last curated some content from the wider Customer Insight blogosphere, so here are some recent posts I thought you might find interesting.

In keeping with our monthly theme, focusing on application of analytics, I’ve pulled together a few posts that caught my eye.

I hope you find this short collection interesting & it helps to reveal how broad a field even just analytics is (let along broader customer insight). (more…)

Opportunities for insight from location as a dimension in your customer analytics

locationLocation has been a key dimension for analytics for many years.

Geographic Information Systems (GIS) and engaging data visualisations have all added to how engaging data with a location field can appear.

However, do you just use this data dimension to compare business performance or consumer behaviour at a macro level? Are you really generating customer insights, leading to innovative products or services as a result of thinking deeply about location?

To consider this oft neglected dimension of insight generation and CX innovation, I am pleased to welcome back guest blogger Tony Boobier. Tony has been off on his travels, but penned this for us as he reflected on what he has learnt along the way. (more…)

The benefits of a competency framework for your analysts

competency frameworkAs we focus on Analytics & Data Science this month, I’ve been reminded of how a Competency Framework can help.

Both work with clients, and my own experience in creating & leading analytics teams, has taught me that such a tool can help in a number of ways. In this post I’ll explain what I mean by a competency framework and the different ways it can help Analytics, Data Science or Customer Insight leaders.

I wonder if you’ve used such a tool in the past?

Across generalist roles & larger departments, the use of competencies has become the norm for many years, as HR professionals will attest. However, sometimes these definitions and descriptions feel to generic to be helpful to those leading more specialist of technical teams.

But, before I get into overcoming that limitation, let me be clear on definitions. (more…)

Applications of analytics for insurance pricing (using 3 types of data)

applicationsThis month we are focussing more on Analytics & Data Science, as well as applications of both in businesses.

To expand on that latter theme, we have another guest blog post courtesy of our friends at Insurance Thought Leadership blog.

In this guest blog post, Cathy Chang and Heather Nelson from Silicon Valley Data Science, share their experience of applications for US motor insurers. They explore the options of mining three types of data (usage data, external data & real-time data).

Whether your business is an insurer or not, I hope you find their reflections on the opportunities provided by such datasets to be insightful. Including more analytical intelligence into pricing optimisation, based on understanding the consumer/user better, should have relevance beyond insurance or even financial services. (more…)

Event based Marketing and why GDPR makes it more important

event based marketingThis week, I had opportunity to lecture at the Royal Institute. Ok, not really lecture, but share advice on event based marketing.

I may not have fulfilled a pipe-dream to give a Christmas Lecture at the Royal Institute, but it was a fascinating time. Over 40 of us were gathered there for another breakfast briefing sponsored by My Customer and Royal Mail Data Services (RMDS).

Compared to previous breakfasts, this briefing included more of a focus on GDPR. This was driven by both latest research (from RMDS) and the popularity of GDPR advice in recent blog posts here.

Following the same format as Gherkin briefings, after breakfast, I shared some findings (from that latest research) as well as advice from my experience. Then, we split up into 3 large roundtables to discuss the implications for delegates’ businesses. In line with my experience at recent DataIQ discussion event, at least as much insight came from these roundtable conversations. So, I was glad to see another event prioritise time for conversations. (more…)

Understanding Data Science & how to develop your Data Scientists

Understanding Data ScienceIn previous posts we have cautioned against assuming you need a Data Scientist.

With so much hype still surrounding the term, leaders confess to as much confusion as any clear strategy as to how to use such a capability.

However, creation of Data Science teams continues at a pace & plenty of graduate analysts are now starting their career saddled with the label of data scientist.

Given this obvious need for clarity & the fact that we never suggested no-one needs a Data Scientist, this post shares some resources that might help shed on more light on what is involved. Hopefully it builds on our past work to help educate Data Science students.

To kick off a month when we will be sharing content related to use for Analytics or Data Science, in this post I’m going to share 3 resources I hope help. These should be particularly relevant for those of you who feel you’re still a bit confused about the term or struggle to know how to develop your Data Scientists. (more…)

What are the questions that insight leaders today want answered? (part 2)

questions that insight leadersThis post concludes our two-part series, on the questions that insight leaders raised, at DataIQ Discussion 2017 event.

I hope you found part one, helpful. There we focussed on topics including:

  • measuring your impact
  • breaking through cultural barriers
  • best organisational design
  • tools needed by insight teams
  • executing your insights (driving action as a result)

Those certainly were hotly debated topics, that appeared relevant to everyone around the table. All those topics were raised by first two tables of insight leaders.

Now, I will conclude this series by sharing two more questions raised by second group of Customer Insight leaders, as well as the three questions from my final group. (more…)