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

Chat about event triggers, over breakfast in the Gherkin

This week I had the privilege of speaking at a breakfast briefing hosted by MyCustomer and Royal Mail Data Services. It was a great opportunity to share how useful event triggers can be, from my own experience helping clients. Those joining us for this ‘invitation only’ breakfast came from a range of sectors, including not-for-profit, Retail & Financial Services. Only a minority were already actively using Predictive Analytics, to target their marketing, but.. 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

Do you know how to handle a propensity model?

When you talk to most database marketers, they will agree with the importance of using a propensity model to target direct marketing. Over the last couple of decades that form of targeting model has become de rigueur. Indeed, many case studies will show what a difference it can make to marketing returns (sometimes even as good as Pareto’s fabled 80% of sales for 20% of marketing spend). Such modelling has also.. 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

When is perfect not good enough? Ask Pareto

This month our theme is database marketing. Although that’s an older name for the wide discipline of targeting inbound & outbound communications across diverse channels & media, its skills are just as relevant in today’s digital/social/mobile marketing world as ever. Especially the mindset of test & learn, as well as focussing on making a commercial impact. So, I’m delighted to welcome back guest blogger Ben Salmon, to share a somewhat contrarian.. Read More

Should you celebrate being an introvert? (on your own of course)

As a natural introvert, I’ve sometimes struggled over the years to cope with the social aspects of business life. It can seem that corporate life & certainly the networking needed to expand your stakeholder influence, favours the obvious extroverts. Plus it has seemed that Marketing leaders are disproportionately extroverts, who assume their leadership teams draw energy in the same way (rather than needing to recharge with “me time“). So, it’s.. Read More