conversation about maximising value from customer insight

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

Where should your firm focus for growth in 21st century? (part 2)

Continuing our 2 part series, on where leaders should focus for growth; in our changing world, full of new technology. This post builds on our first post. That covered major trends, the need for customer insight & what is required to manage your data effectively. Aligned to learning from Insight Leader events in London & Barcelona, a key theme was the need to focus on your customers (not just technological opportunities) Our attention.. Read More

Growth Hacking, should it matter to insight leaders?

What is Growth Hacking? Is it more than a buzzword & should this matter to Customer Insight leaders? Continuing our marketing focus, let’s consider how you can use customer insight to achieve rapid business growth. Informal chats with business leaders, especially of SMEs, have revealed a growing interest in how conversion (not just the classic focus on response) can be improved through insight. Often times, a public interest is sparked.. Read More

Why you need to embed Customer Insight in your marketing lifecycle

Welcome to a new month & a new academic year. As we roll into September, our theme for the month moves on to ‘Marketing Applications’. By that, I mean examples of how Customer Insight can help throughout the marketing lifecycle. As before we will seek to bring you a mix of voices, as well as surveying your current practice. I hope, this Marketing focussed month, will bring some very practical.. Read More

Using Database Marketing, are you at the rear of the pack?

Earlier this month we launched a quick poll, to find out how you were using Database Marketing. Focussing on actual usage in your business, today, the poll asked about outbound & inbound marketing. Two other questions also covered use of database marketing techniques to coordinate multi-channel interactions, as well as marketing effectiveness data capture. The first point of interest is much lower participation in this poll, compared to previous ones.. Read More

Is anyone really Customer Centric? Are you?

A key challenge for Database Marketing leaders, together with all insight teams, is how to help their businesses become more customer centric. We’ve shared before the pitfall of technologies becoming a distraction, from focussing on customers. So, I’m delighted to welcome a new guest blogger to Customer Insight Leader. When I saw the recent research that Ian Golding has completed, it struck me as very relevant for our readers. He has.. Read More

Could you be more visual, better optimised & less tech-led?

Within this month’s theme of database marketing, we also want to consider related customer insight developments. These include ways other insight skills can help. For example with problems like getting your multi-channel interactions optimised. As we’ve shared before, Holistic Customer Insight is much more powerful. It benefits from the synergy of using data, analytics, research & database marketing together. Previous posts have focussed on how this approach helps proposition development or.. Read More