helping you master customer insight leadership

Why Data is everyone’s job, other leaders don’t leave it to your CDO

data is everyones job

We’ve shared some conflicting views on the need for business partners, but is data everyone’s job really?

Should transforming a business into a data-led culture be the challenge for Data Science leader or CDO? Or should this cultural transformation be shared by everyone in the C Suite?

To make the contention that data is everyone’s job (or at least every leader’s job), I’m pleased to welcome a new guest blogger. David Gonz├ílez is Group Head of Big Data Analytics & AI for Vodafone Business.


Other controversial topics for leaders of Analytics & Data Science teams

controversial topics

Following the popularity of our open debate on Business Partners, I have been wondering about other controversial topics. Which would be worth exploring further on this blog?

In the past, I have shared research for the Data Leaders Summit that highlighted some polarised opinions amongst leaders. These included the perennial debates around challenges including:


Creating and using segment Personas to impact customer journeys

segment personas

Continuing our two-part series on segment personas, we now look at how to create and use them.

Our newest guest blogger, Amy Scott, returns to talk us through how she creates personas. After sharing her 3-step creation process, she reveals how she uses personas to improve customer journeys.

I hope you’ll agree that we have already been reminded what a useful tool segment personas can be. Done well, they are a key weapon in the customer insight armoury, to help win the war to achieve more customer-centric organisations. Not least because of how they can capture people’s imaginations.


Are consumer segment Personas helpful facts or Marketing fiction?


After a break in posting due to a holiday, I’m pleased to return and share about Personas.

Despite having shared briefly before about Segmentation we have not had a post on this useful topic. Guest bloggers have shared on the continued relevant of segmentation & I shared some thoughts on public segmentations. But no personas.

So, to fill that gap, I am delighted to welcome a new guest blogger, Amy Scott. She runs a consultancy called Sedulous. See her website for the definition of that word. (more…)

Why Analytics should help your CMO achieve zero-based budgeting

zero-based budgeting

One of the key responsiblities in many Analytics or Data Science teams is analysing Marketing Spend.

Ideally this is not just retrospective, but includes forecasting (or prescriptive analytics to use the buzzword). Providing such an independent assessment & guidance to a CMO can be one of the key ways an Analytics team proves its value add.

So, I am delighted to welcome Peter Abraham as a guest blogger to talk us through the best practice that he recommends. Peter comes from the same We Are Crank agency as our existing guest blogger, Ben Salmon. In this post he shares the results of their latest research report on this key marketing need.


5 steps to move along the continuum toward data-driven success

Data driven

All these different roles in a team are fine but does it help my organisation become data driven?

More than once CEO has expressed a similar frustration to me. Whether they have invested in analytics software or a Data Science team, they need to see the return.

So, beyond having the right roles in your team, what wider changes are needed to achieve data-driven success? I am delighted to welcome back guest blogger Annette Franz to share her experience.