conversation about maximising value from customer insight

Has CI yet found the best org design?

Org DesignIt may seem like one of the curses of modern corporations but org design and regular reorganizations are now a fact of business life. I’m sure as an insight leader you will have seen your fair share.

As you’ve risen up the hierarchy you’ve probably changed in your role with regard to these events; from recipient to author. If you haven’t experienced this then I would encourage you to seek to be an author of such change.

From my experience two major opportunities exist for customer insight functions in this regard.

The first is to bring together the different technical areas who can best collaborate to provide deeper and more actionable insights. These include teams that are often located in different functional “silos”.

In line with my definition of Customer Insight, I would recommend bringing together: Customer Data, Analysis & Modelling, Research and Database Marketing teams. Suitably integrated and with an outcome focussed culture, these teams can together for an ‘Insight Engine‘ that produces not just technical output but actions that result in both commercial impact and improved customer experiences. (more…)

Infographics

I believe in the importance of data visualisation, both because most people can more readily understand a visual representation than tables of numbers and because it is a useful language with which to communicate not just analysis but story. In other words, the challenge to appropriately visualise data or analysis, encourages the analyst to get closer to insights.

Anyway, I’ll blog more on that wider topic another time, for now I just wanted to share links to two agencies whose work on infographics have impressed me. If you’ve not come across them before, see if these spark any creative ideas…

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There is always a risk that fashion obscures function, so I am aware of the risk that some people now equate data visualisation with infographics, which would also be a mistake in my book. So, as promised, more on data visualisation to following a later post, with the obligatory reference to Edward Tufte.

For now, please do feedback with your experience of infographics. Any tips?

Customer Insight, what do you think of this for definition?

iStock photoMany terms in the lexicon of marketing and business are ambiguous at best, misleading at worst. Both old terms like ‘proposition’ and new ones like ‘big data’ seem to bring more smoke than light. But the lack of clarity that has troubled me most in corporate life is the many meanings of ‘customer insight’.

I have come across companies that mean data analytics, those that mean consumer research, some which still mean deeply held beliefs by the marketing leader and only a few which mean something more complete.

From my experience, genuinely producing customer insights does require the outputs of data experts, statistical analysts, experienced researchers and commercially minded database marketing analysts, but it is more than that. Akin to Aristotle’s “the whole is greater than the sum of its parts“, I see real customer insights as being developed based on a convergence of the above evidence.

It’s always difficult to come to a precise definition which is not too verbose, but a working version for me at the moment is as follows… (more…)