conversation about maximising value from customer insight

Data Insight Leaders 2017 Day Two – the final countdown

Data Insight Leaders 2017 Day TwoThis is continuing my report from Data Insight Leaders 2017 Day Two. That is, day two of a useful Summit (that I’m chairing), held in Barcelona. In this post I summarise this final day of an enjoyable event.

I’m not just saying it’s good because I chaired this conference, honest! Talking to the actual data insight leaders who attended (and made up most of our audience), they agreed it was a winner.

One of the reasons for that, in my opinion, is down to those delegates themselves.

Somehow, this event has managed to avoid filling the hall with consultants & vendors. The majority of this enthusiastic audience were actual practitioner leaders.

So, the very insight leadership community this blog exists to serve. (more…)

Data Insight Leaders Summit 2017 Day One – a debrief

Data Insight Leaders Summit 2017After a pause in blogging, for a much-needed holiday, I’ve returned with a debrief from day one of Data Insight Leaders Summit 2017.

It’s a joy to be back out in Barcelona chairing the second incarnation of this very useful  annual event. A gathering of over 100 data insight leaders from across UK & Europe, spending time together sharing their experience.

As I said to delegates this morning, one of the things that sets this event apart from many others is its authenticity. By that I mean it avoids being either a ‘front’ for suppliers to pitch their wares, or full of naively idealistic content. Rather, it is packed with real practitioners sharing their ‘warts & all’ stories.

The format is also refreshingly varied, as we switch from speakers to interviews to panel debates & workshops.

So, let’s get on with sharing what I learnt from day one of this event. I hope you find it useful. (more…)

Stakeholder Segmentation: Why you need one and video personas

Stakeholder SegmentationDo you have a stakeholder segmentation? Had you even considered the need for one?

Perhaps you think segmentations are just for customers or other parties external to your business. Does creating one for your key stakeholders sound like ‘over engineering‘?

I’ve heard that response before. Yet, in this post I’ll make the case for how a stakeholder segmentation can help. I’ll also provide an example of one option, a simple segmentation designed for this purpose.

If you’ve already read and applied the advice in our earlier post on Stakeholder Mapping, this is a good next step. You are hopefully in the position of having a prioritised list of ‘key player‘ stakeholders. Those you want to manage carefully. Your next challenge is they are not all the same. (more…)

Analytics are the new Weapons Guidance Systems (part 2)

Weapons Guidance SystemsAnalytics as a weapons guidance systems? This could only be the second post in two-part series by our guest blogger Peter Lavers.

You may recall that, in his first post, Peter made the case for data being the new marketing battleground. He argued that Marketing and CRM are in exciting times because is it now economically viable to unlock the incredible value of data. Value that’s often hidden in inaccessible and disconnected company databases.

So, over to Peter, to explain how turning his attention to analytics has got so attack minded… (more…)

How to create a Stakeholder Map and why you need one

Stakeholder MapDo you have a stakeholder map? Is it up-to-date and do you use it?

Those questions frequently come up when I’m working with clients. In either training or coaching, the need to ‘know your stakeholders‘ is a common one.

It’s not surprising that it matters. Today’s businesses are more complex than ever. Plus, it’s not enough for insight or analytics leaders to generate insights, they need to be able to act on them. Few, if any, of today’s leaders can do that in isolation.

Whether you need to partner with IT, Sales, Marketing or Operations, you will need to cooperate. The challenge, of course, is that other people have their own priorities, challenges & values. These may not accord with yours, or may at least make your intended action less important now.

This month, we will be focussing on a range of tips for better stakeholder management. Today, we start with how to create a stakeholder map. (more…)

Useful event for Customer Analytics leaders, a quick debrief

event for customer analyticsThis week I had the opportunity to attend an event for Customer Analytics & Insight leaders.

Run by CACI, in London, it proved to be a good opportunity to catch-up with others’ perspectives. Reassuringly, the agenda designed for this audience, focussed on many familiar topics from this blog. It was also free to attend & very popular, so worth considering in future.

There were a mixture of CACI and external speakers. Across the afternoon, they covered segmentation, data platforms, GDPR & data visualisation. Plenty to reflect on & compare to content we have previously heard from insight leaders.

So, as the autumn conference season gets into full swing, here is my first event debrief for insight leaders… (more…)

The most important skills for Data Scientists in businesses

most important skillsWhich are the most important skills, needed by analysts or data scientists?

It’s an interesting question to ponder. It is tempting to fall back on technical basics, like statistical knowledge & software or coding skills. But most graduate data scientists or experienced analysts will be screened for those at recruitment.

So, if you are leading an Analytics, Data Science or Insight team, where should you invest?

My mind was prompted to consider these questions by two posts on LinkedIn. So, let me share those discussions and challenges with you. Then, as well as agreeing with the need for more UK research, I’ll share my suggestions.

Thanks for Martin Squires and Beau Walker for interesting posts to start my rumination. (more…)