helping you master customer insight leadership

Is that tempting technology really useful to your business?

Unless it proves useful to your business, it was a distraction. Recent posts have focussed on advice when using Data Science or Data Visualisation. Now it’s time we returned to focussing on commercial realities. One lesson, I learned as a senior customer insight leader, was not to get distracted by what one CEO called “hobbies”. By that, he meant ideas, passions or technical innovations that, whilst interesting, are not relevant.. Read More

Have you had a successful 2016 too? (Interim results from leaders)

This year might have been a strange year, with unexpected news aplenty, but it sounds like many of you have had a successful 2016. That’s good to hear! I’m pleased to be able to share the interim results from our latest poll of your progress against your goals. Our most recent, short survey, asked just 4 questions regarding your success this year. This follows a survey we ran at the beginning.. Read More

When is perfect not good enough? Ask Pareto

This month our theme is database marketing. Although that’s an older name for the wide discipline of targeting inbound & outbound communications across diverse channels & media, its skills are just as relevant in today’s digital/social/mobile marketing world as ever. Especially the mindset of test & learn, as well as focussing on making a commercial impact. So, I’m delighted to welcome back guest blogger Ben Salmon, to share a somewhat contrarian.. Read More

4 ways to avoid being a Foolish Insight Leader

April Fools is just one day a year. But, there are common mistakes to which an insight leader is prone, all year round. This isn’t surprising when you consider the breadth of responsibility within Customer Insight Leadership role. Such leaders have both multi-disciplinary technical teams to manage & increasing demand across from areas of modern business to improve decisions & performance. Like most of the lessons I’ve learnt over the years, these have come from getting.. Read More

How are you keeping up with 2015 priorities?

Back in January you voted on Customer Insight priorities for 2015. Interim results have remained stable, with two clear winners. “Improve commercial impact” and “Leadership capability“. As we reach the end of 2015, it’s a good time to check in on progress. How did you do? Are you making the progress you intended? Have unexpected barriers got in your way? It’s easy to get discouraged or become detached from your original.. Read More

3 tips for maximising your Database Marketing team

The latest in our series of ‘top tips’, are some thoughts on getting the most out of your Database Marketing team. By this name (or DBM), I mean the team who provide the selections for targeted direct marketing or pre-scored leads for inbound channels. This may involve your team also developing that targeting, normally a mixture of explainable ‘trigger event’ and filtering by propensity to respond (say from a logistic regression model), or that targeting.. Read More