conversation about maximising value from customer insight

Getting the most out of your Data Science team, pitfalls to avoid

During our month focussed on Data Science programming languages, my thoughts have turned to getting the most out of your Data Science team. This topic has arisen, because of what I’ve observed in a number of organisations seeking to implement Data Science. As I’ve worked with more clients and talked to other leaders at Data Science events, it has struck me how many fall into common pitfalls. These limit the.. Read More

Tips from passionate Data Insight Leaders in Barcelona

Attending the 2016 Data Insight Leaders Summit in Barcelona proved to be a very wise decision. Unlike so many buzzword-focussed events, this one actually did attract speakers & delegates who were data insight leaders. It also featured plenty of variety & interactive formats, to help delegates get fresh insights into their own data leadership challenges. My role was to chair Day Two of this event, together with the Sales &.. Read More

Can Insight Leaders learn from project failures?

9 out of 10 projects fail, according to BCG. How are your projects going? Last week I was fortunate to attend an Institute of Directors’ Business Breakfast, being hosted by Dotted Eyes. The topic was “IT for non-IT directors” and focussed on how to improve the effectiveness of your projects. This was achieved through the metaphor of a safari and different big beasts to beware of through the project lifecycle. At first.. Read More

How to get started on Customer Insight and why research matters

This is the last in series of four posts sharing short video interviews prior to #MSMS2015 event in London this July. Having shared interviews covering relevance of event, data challenges & analytics, we now turn to starting out. At some point during such conferences, I am asked by a delegate how they can get started with Customer Insight. It’s refreshing, after so much spin & sophistication presented by technology suppliers, to have such.. Read More

3 tips for maximising your Analytics team

Following on from tips for your research and database marketing teams, this week we turn our attention to the 3rd quadrant of customer insight, your analytics team. Given the emphasis of advertising & events for this community, it’s tempting to focus on technical skills. So much social media airtime is given over to new software, coding skills or data solutions, you would think that was all that was needed for effective.. Read More

3 tips for maximising your Database Marketing team

The latest in our series of ‘top tips’, are some thoughts on getting the most out of your Database Marketing team. By this name (or DBM), I mean the team who provide the selections for targeted direct marketing or pre-scored leads for inbound channels. This may involve your team also developing that targeting, normally a mixture of explainable ‘trigger event’ and filtering by propensity to respond (say from a logistic regression model), or that targeting.. Read More

3 tips for maximising the impact of your Research team

Starting with this post, I am going to share a weekly series of ‘3 top tips’ for maximising the value of each of the different technical teams within a Customer Insight department; starting with the research team. This content is intended to complement our previous focus on holistic customer insight. None of what I’m about to share is rocket science and is probably only a reminder of what you knew.. Read More