helping you master customer insight leadership

3 tips for maximising your Analytics team

Following on from tips for your research and database marketing teams, this week we turn our attention to the 3rd quadrant of customer insight, your analytics team. Given the emphasis of advertising & events for this community, it’s tempting to focus on technical skills. So much social media airtime is given over to new software, coding skills or data solutions, you would think that was all that was needed for effective.. Read More

Correlation is not Causality

I don’t know about you, but one of the perennial issues I experience when communicating analytical findings to clients, or fellow business leaders, is to help them avoid the pitfall of assuming that correlation equates to causation. Once a relationship can be shown between some customer characteristics and the objective of interest, say likelihood to purchase, people love to rush to hypotheses as to why this makes sense – even when it.. Read More

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