helping you master customer insight leadership

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

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

Poll: Which Analytics Software?

“We use R” is a comment I used to only hear from recent graduates or some analysts working in the public sector. Both these sectors appeared to more readily accept open source software. But this does appear to be changing, over recent years I have heard a few commercial organisations share their interest in saving licence fees and moving to R for their analysts. Are you one of them? Do.. Read More