conversation about maximising value from customer insight

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

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

How strong is your database marketing benchmark?

Following the success of our latest ‘applications of analytics’ poll, this month it’s time to gather a database marketing benchmark. How advanced is your use of database marketing techniques? Do you have the basics in place? Are you targeting inbound & outbound contacts? Are you coordinating or optimising across all channels? There are some very impressive technology solutions available today in this space. Vendors can easily bedazzle you with targeting, optimisation &.. Read More

Does your marketing provoke the right emotions?

In the month when our thoughts turn to love, let’s talk about emotions. Hearing marketing leaders speak at recent events & reading other marketers predictions as to key themes for 2016, I was struck how many referenced emotion. Within my own predictions for 2016, published in Database Marketing magazine, I suggested: “New technology will continue to automate content marketing & personalization, but high-profile mistakes will anger customers. This will drive demand for.. Read More

No time for Insight spin, the Russians are coming

It’s not often that you have opportunity to discuss Customer Insight with leading Russian retailers. On 1 July, at #MSMS2015 event, I had such an  opportunity and thoroughly enjoyed it. In the end this was an exclusive, intimate business tour for predominantly two leading Russian retailers (from fashion & home furnishings sectors). That was beneficial, as a  beautiful setting in South Kensington gave us opportunity to talk honestly about aspirations, practical challenges &.. Read More

#FromTheCupboard videos

As a quirky teaser campaign prior to #CAI2015, I published a series of short videos. In these I was interviewed by the conference organiser on a variety of topics relevant to that event. In case you missed this genesis of a YouTube channel for Customer Insight Leader, I’m sharing the full series below. I will also be making more use of video in future and once the channel has sufficient content,.. 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