helping you master customer insight leadership

Event: Analytics for Insurance, Europe 2014

This conference was well attended and lived up to it’s billing of attracting insurers, consultants and suppliers from across Europe. With approximately 200 attendees and representation from over 14 different countries, it was a lively and interesting event with strong audience participation. Six key themes emerged consistently during the day: a) try, try & try again; b) fail fast & fail cheaply; c) data is an asset, manage it as such; d) insight is.. Read More

6 key attributes of Chief Analytics Officer

In this published slideshow (with associated notes), Rob O’Regan from IT World shares some sensible tips for Analytics leaders with this new job title. Chief Analytics Officer (CAO) appears to have now joined Chief Knowledge Officer and Chief Insight Officer in the pantheon of possible names, for the most senior customer insight leader in a business. 6 key attributes of a chief analytics officer Returning to one of my soapboxes,.. Read More

How to better measure your Marketing Payback

Back in 2005, when this was published, I was in the right job at the right time, so as to get a free copy. However, having since read and valued this important work, I would now happily of bought copies for myself and my team. Professor Robert Shaw is one of the early gurus of applying analytics to marketing. In this text he steps the reader through how to both.. Read More

Event: Insurance Data & Analytics 2014

This event organised by Post Magazine was pretty well attended by Insurers and their suppliers. Although the audience was pretty quiet during Q&A sessions after each speaker, there was plenty of time for questions and a good buzz of questions & ideas during the breaks. A good mix of presentations, interviews and panel sessions as well. With apologies to those who my failing memory has overlooked, here are my recollections:.. Read More

Do you benefit from the full breadth of Customer Insight?

Different businesses continue to use the term “Customer Insight” to mean different things. Even in our poll of over 100 customer insight leaders, only half of you considered data management or database marketing to be part of Customer Insight. The majority also had only research reporting into them, not analytics. Does that ring true with your role? In June, I shared a definition of Customer Insight that I find useful: “A non-obvious understanding.. Read More

Poll: Latest results on analytics software

Well with over 60 votes in, the results appear to have stabilised into a clear pattern. As has been the case through most of my customer insight career, SAS and SPSS (now IBM) are the leading analytics software used by CI teams. For several weeks now they have tied at 25% of votes each. The real change over recent years, at least from my perspective working with Financial Services companies, has.. Read More

Infographic on new purchase journey

As a second entry to this new section, I was struck by this infographic from SmartInsights that was shared by the IDM as part of their round-up of August Marketing news. I think they’ve done a pretty good job of combining the learning from Google and McKinsey. This visualisation helps remind us that today’s consumers have a more involved and iterative awareness & consideration journey before we can start measuring conversion… Read More