conversation about maximising value from customer insight

Event based Marketing and why GDPR makes it more important

This week, I had opportunity to lecture at the Royal Institute. Ok, not really lecture, but share advice on event based marketing. I may not have fulfilled a pipe-dream to give a Christmas Lecture at the Royal Institute, but it was a fascinating time. Over 40 of us were gathered there for another breakfast briefing sponsored by My Customer and Royal Mail Data Services (RMDS). Compared to previous breakfasts, this briefing.. Read More

How to make better decisions as a Customer Insight leader

A natural build on our recent leadership emphasis, is how the latest insights from the discipline of Customer Insight can help leaders make better decisions. A few posts that I’ve read recently have touched on this topic. Hopefully, I can help you as a leader, by sharing this content with you. The first content also touches on a topic that our latest reader survey requested more content on, that of.. Read More

More people are realising Customer Insight needs Leadership

One of the regular comments made about this blog, is that we focus on leadership & coaching as well as the more technical aspects of Customer Insight. Mostly this is mentioned as a compliment. Leaders especially value a focus on their role & ideas on professional development. Following on from the positive feedback in our latest reader survey, it feels like a real privilege to be trusted in providing such.. 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

Data doesn’t kill creative, it feeds it (how to use both)

This week I had the opportunity to speak at the CIM’s “Marketing Analytics & Creative Conference“ in Cardiff. #CIMSmartArt proved to be a great event. Expertly chaired by Sameer Rahman, it focussed on the challenge: Is data killing creative? In a room with a mixture of data-led and more design/creative focussed marketers, 4 speakers had opportunity to share their experience. The result was an encouraging conclusion. That both better use.. Read More

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

What could you learn from Canadian Insurers?

When working to improve your marketing through using customer insight, it’s important to still use market intelligence. Knowing what competitors are doing, seeing the wider sector marketing to which your target customers are exposed, these sources still matter. Sometimes other sectors can also offer the fresh perspective you need. So, let’s hear from Canadian insurers. Paul Carroll, CEO of Insurance Thought Leadership hub, has shared guest posts with us previously. While.. Read More