helping you master customer insight leadership

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.


Which is the loneliest position in your Data Science Team?

The loneliest position

Continuing our theme of roles within Analytics or Data Science teams, let’s consider the loneliest position.

We are all human beings, no matter how technically gifted. We all make mistakes. Have you had the experience of realising you messed up? Perhaps you risked the reputation of your team, through a mistake in the data or your analysis. How did you handle that?

Based on his experience of watching Milwall play (a braver man than me), guest blogger Tony Boobier returns to discuss what this role means. What does he mean about the loneliest role…


Human dimensions in coaching at Welsh Coaching Conference 2019

Human dimensions

Do you focus sufficiently on human dimensions when coaching?

Yesterday, I had the pleasure of delivering a Masterclass at the largest Coaching Conference in Europe. In that, we focussed on making effective use of video conferencing in coaching, but more about that later.

You may be surprised to hear, that the event is the Welsh Coaching Conference. Now in its sixth incarnation, this 2019 event was widely rated as the best yet.


Data Artist role: do Data Visualisation analysts mean no tools required?

data visualisation analysts

In this post, we consider the emerging role of Data Artist or Data Visualisation analyst.

Building on our popular post about the need for Product Manager roles, this month we turn our attention to other roles. Given the perennial interest in Data Visualisation from our readers, I am delighted to welcome back guest blogger Ryan Den Rooijen.

You may recall Ryan from both his audio interview and the guest post he shared on hackathons. This time, Ryan turns his attention to data visualisation and whether the Data Artist role means less emphasis on tools.