conversation about maximising value from customer insight

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…)

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…)

What are the questions, that insight leaders today, want answered? (part 1)

insight leaders todayYesterday, I had the privilege of chairing a table at DataIQ’s 2017 Discussion event. It was a great opportunity to hear the questions that insight leaders today most want answered.

Not surprisingly, I was invited to chair a table on the topic of ‘Customer Insight‘. There were about 70-80 data & insight leaders attending this event, each having 8 tables to choose from, for their 3 ’roundtable sessions’. So, it was pleasing to see that 21 leaders chose to join the conversations at my table.

I’m grateful to all who did so, as we had some really interesting & passionate debates; on topics that mattered to them.

So, for any readers who did not manage to get along to this engaging event, I thought I’d share both the questions & answers those leaders offered. As they came from a wide range of sectors and diverse data or insight roles, I hope there is something here for everyone.

It was such a useful event, that I’m glad to say we have enough content for 2 blog posts. So, here is part 1, of the questions insight leaders are asking today (with some ‘wisdom of the crowd‘ initial answers)… (more…)

FinTech conference, why your insight matters more than tech (part 2)

fintech conferenceHere we continue our two-part series on lessons learnt from #CXC2016 FinTech conference.

Hopefully this provides some learning points, not just for those working in Financial Services, but all those in businesses facing disruption from technology & start-ups.

To complement part 1, which focussed more on presentations from incumbents or traditional business models, here I’ll share the highlights from a variety of other presenters.

I’m pleased to say a number of common themes continued: (more…)

FinTechs, focus on tech, design or real people? (part 1)

FintechsThis week, I had the opportunity to attend and chair a panel, at a leading FinTechs event in London.

Bringing together new entrants, incumbent FS firms, a regulator & technology suppliers – it was an interesting melting pot. As shared in a previous post (on related research findings), one of my goals for this event was to encourage a focus on Customer Insight, in both FinTechs & digital design work. Many of the speakers & panels were encouraging in that regard.

For those who were unable to make it, or for attendees looking to reflect on the key lessons they learned, hopefully these post-event reflections help.

There was so much content to chew on at this event, that I’m splitting it into a two-part series. This post focusses on talks from 3 different incumbent banks & 2 disrupters who, although they have a fresh approach to culture, have more similar business models to traditional banks. The second post will include content from tech companies, a true FinTech bank about to launch & a traditional insurer tackling data governance. (more…)

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…)

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…)