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 […]
Given both the number of our readers who work within Financial Services and the level of interest in a past post on Motor Insurance, I’m sharing another free extract from one of Global Reviews latest tracking studies. This time it focuses on digital marketing effectiveness in the UK Home Insurance sector. Here are a few of their […]
A new type of ‘other post. Given the number of our readers who work within the Insurance sector, I thought it might be helpful to share the results which Global Reviews shared with me, from their Digital Marketing Effectiveness Study (Q3 2014) of UK Motor Insurance providers. There are some interesting lessons for customer insight leaders from other sectors […]
How to work from home, a Marketing Leader’s perspective. Experienced remote leader, Simon Daniels, shares 4 tips for marketers & all of us to work better.
Advice on the use of customer insight right across the marketing lifecycle. An appeal to close the gaps being ignored by marketing automation systems.
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.
Results from a poll by Customer Insight Leader of Marketing performance measurement. Reflections on signs of best practice and others needing help.
At the start of 2015, you responded to our poll on goals by confirming that “improving measurable commercial impact” was one of your top priorities for 2015. Amongst the CI teams that I’ve seen, the easiest place to initially demonstrate this is in marketing measurement. The quickest way to deliver measurable incremental profit is often to either retain […]
Three top tips for getting the most out of your Database Marketing team and thoughts on why database marketing is such a key part of a Customer Insight team
A review of “Marketing Payback” by Shaw & Merrick, a landmark textbook about measuring your marketing effectiveness & improving profitability.
Start of a series on 10 all too common mistakes analysts make. In this post I share 3 that analysts make when contracting/agreeing brief.
The story of Anna Liszt’s adventures in making a bigger impact. Part 1, how questioning helps Anna overcome the memory of a bad experience.