helping you master customer insight leadership

Just tell me, what does good look like?

Back from holiday, refreshed and ready to go, it’s time to return to our theme of applying customer insight to marketing. So, what does good look like? To provide one perspective on this, I’m pleased to welcome back guest blogger Ben Salmon, co-founder of Crank. As an experienced marketing professional, with a strong analytics background, Ben shares his thoughts on what good digital marketing looks like. With a particular focus on.. Read More

Is your true Marketing performance eclipsed?

Hope you saw the solar eclipse in March 2015, or to clarify, enjoyed it without looking directly at the sun. Quite an event to celebrate the first day of Spring (Vernal Equinox). Whilst reflecting on this spectacle, I was reminded of the interim results coming through from our recent poll on how you measure your marketing performance. Perhaps some of you feel that the benefit of your targeting efforts or insights.. Read More

How does your Marketing Measurement need to improve?

At the start of 2015, you responded to our poll on goals by confirming that “improving measurable commercial impact” was one of your top priorities for 2015. Amongst the CI teams that I’ve seen, the easiest place to initially demonstrate this is in marketing measurement. The quickest way to deliver measurable incremental profit is often to either retain more customers or sell more, either way such results make an immediate impact and so help.. Read More

How to measure your Marketing Effectiveness

When speaking about the power of converging different technical disciplines to yield customer insights, it’s common for the conversation to focus on converging analytics & research for proposition insights. But what about measuring your marketing effectiveness? Another rich territory for seeing the benefit of multiple technical customer insight (CI) disciplines is the measurement of marketing effectiveness. In this short overview, we’ll review the ways both analytics & research provide inputs needed for.. Read More

Insights into Home Insurance digital marketing effectiveness

Given both the number of our readers who work within Financial Services and the level of interest in a past post on Motor Insurance, I’m sharing another free extract from one of Global Reviews latest tracking studies. This time it focuses on digital marketing effectiveness in the UK Home Insurance sector. Here are a few of their findings, together with their data visualisations… 1) Generation Y are more demanding in online requirements.. Read More

Motor Insurers’ Digital Marketing Effectiveness

A new type of ‘other post. Given the number of our readers who work within the Insurance sector, I thought it might be helpful to share the results which Global Reviews shared with me, from their Digital Marketing Effectiveness Study (Q3 2014) of UK Motor Insurance providers. There are some interesting lessons for customer insight leaders from other sectors as well, when you reflect on the key findings into consumer behaviour. Here are the.. 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