helping you master customer insight leadership

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

Do your products inculcate helpful habits?

Thanks to Jeffrey Slater of Nomacorc for sharing this great YouTube video of Nir Eyal from Stanford University presenting at The Next Web 2014 conference in USA. It is a brilliant exploration of how design can exploit behavioural psychology to the benefit of consumers (the users of products designed to promote habits that are better for their users). Right from the start, the definition of habit as “a behaviour done with little.. Read More

Data-driven Spam is not an improvement

Our latest sharing of content from others is this article from Mark Cameron. He makes the very important point, that just being better at targeting your messages or executing them more efficiently, will not protect you from it being spam. The forgotten component, in too much data & digital marketing ‘innovation’, is understanding your customers (their needs & what they view as relevant). ‘A pathway to very smart spam’: data-driven.. Read More