conversation about maximising value from customer insight

The benefits of a competency framework for your analysts

As we focus on Analytics & Data Science this month, I’ve been reminded of how a Competency Framework can help. Both work with clients, and my own experience in creating & leading analytics teams, has taught me that such a tool can help in a number of ways. In this post I’ll explain what I mean by a competency framework and the different ways it can help Analytics, Data Science or.. 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

How will you resource your insight team this year?

Continuing our January theme of goals & planning, how will you resource people to do the work? Amidst the merry-go-round of new business objectives, targets & budget allocation that can keep many a leader busy in January, there is the question of who? Who will do the work? Probably accompanied by how many people will there be in my team and do they have the skills & motivation they need? At.. Read More

Can we please just build insight this way?

Do we have to build that here? Can’t we just buy that in? One of the often quoted challenges, faced by Customer Insight leaders, is deciding on the right mix of in-house or outsourced capability. Examples exist of businesses, across multiple sectors, with different successful resourcing models for their insight teams. Some banks have taken advantage of significant investment in-house. Teams of hundreds of analysts across data, database marketing, analytics, modelling &.. Read More

Out and about with Insight Leaders like you

What are others doing? Am I the only one struggling with this problem? Do they know something I don’t?   These are the kind of questions & doubts that can plague today’s leaders. Perhaps especially those working in a less widely understood area like Customer Insight. So, let’s peer behind the curtain and see what some other leaders say… Meeting different Customer Insight leaders is always a great opportunity to.. Read More

Poll: Follow-up to Org Design Post (your experience)

As a follow-up to my latest post on customer insight team structures, here’s a quick poll to gauge the popularity of different models. Please answer the question below and I’ll share results and reflections once I have sufficient volume.

Has CI yet found the best org design?

It may seem like one of the curses of modern corporations but org design and regular reorganizations are now a fact of business life. I’m sure as an insight leader you will have seen your fair share. As you’ve risen up the hierarchy you’ve probably changed in your role with regard to these events; from recipient to author. If you haven’t experienced this then I would encourage you to seek to be.. Read More