conversation about maximising value from customer insight

Do you benefit from the full breadth of Customer Insight?

Different businesses continue to use the term “Customer Insight” to mean different things. Even in our poll of over 100 customer insight leaders, only half of you considered data management or database marketing to be part of Customer Insight. The majority also had only research reporting into them, not analytics. Does that ring true with your role? In June, I shared a definition of Customer Insight that I find useful: “A non-obvious understanding.. Read More

Poll: Latest results on analytics software

Well with over 60 votes in, the results appear to have stabilised into a clear pattern. As has been the case through most of my customer insight career, SAS and SPSS (now IBM) are the leading analytics software used by CI teams. For several weeks now they have tied at 25% of votes each. The real change over recent years, at least from my perspective working with Financial Services companies, has.. Read More

Poll: Which Analytics Software?

“We use R” is a comment I used to only hear from recent graduates or some analysts working in the public sector. Both these sectors appeared to more readily accept open source software. But this does appear to be changing, over recent years I have heard a few commercial organisations share their interest in saving licence fees and moving to R for their analysts. Are you one of them? Do.. Read More

Analysts as storytellers

I wonder how many of you value storytelling as one of the most valuable skills in your analysts or data scientists. Do you? Even writing that it seems a strange thing to say, almost an oxymoron for such quantitative roles. Surely you can’t expect these specialists to also master the humanities? However, as I look back over the pieces of analysis which have driven most change in the businesses I’ve served,.. Read More

Poll: Interim results

Firstly, the normal health warning on these being only interim results. There are not yet sufficient votes with which to draw robust conclusions (hence the metaphor of a deserted Southwark station). That said, with just over 80 votes now in, the initial results of our “What do you see?” survey of customer insight leaders is showing some interesting results. With regard to the scope of the term “customer insight” almost all voters view this as covering.. Read More

Segmentation

Segmentation is one of those customer insight and marketing terms which divide opinion. Leaders have their favourite approaches. Boards can be ardent fans of the need for a segmentation, or complete unbelievers in what is perceived as marketing “spin“. One of the reasons for this appears to be, the mixed fortunes of implementing segmentations. Some companies extol real benefits, and focus that have come as a result, whilst others bemoan.. Read More

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

Many 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.. Read More