Why analysts need improved Commercial Awareness. What this term means and how to develop this competency in your analysts.
Building on this month’s focus, the reality of applying analytics in businesses, let’s tackle the issue of the wrong statistics. False comfort can be achieved by completing analysis or implementing metrics that look useful but are misleading. In the field of CX especially, you need to be careful what you measure. So, on this topic I am delighted to welcome back guest blogger Gerry Brown. He has extensive hands on.. Read More
Unless it proves useful to your business, it was a distraction. Recent posts have focussed on advice when using Data Science or Data Visualisation. Now it’s time we returned to focussing on commercial realities. One lesson, I learned as a senior customer insight leader, was not to get distracted by what one CEO called “hobbies”. By that, he meant ideas, passions or technical innovations that, whilst interesting, are not relevant.. Read More
This year might have been a strange year, with unexpected news aplenty, but it sounds like many of you have had a successful 2016. That’s good to hear! I’m pleased to be able to share the interim results from our latest poll of your progress against your goals. Our most recent, short survey, asked just 4 questions regarding your success this year. This follows a survey we ran at the beginning.. Read More
Guest blogger shares how the Pareto principle applies to database marketing. When is you targeting analysis good enough & you’re wasting money doing more?
April Fools is just one day a year. But, there are common mistakes to which an insight leader is prone, all year round. This isn’t surprising when you consider the breadth of responsibility within Customer Insight Leadership role. Such leaders have both multi-disciplinary technical teams to manage & increasing demand across from areas of modern business to improve decisions & performance. Like most of the lessons I’ve learnt over the years, these have come from getting.. Read More
Back in January you voted on Customer Insight priorities for 2015. Interim results have remained stable, with two clear winners. “Improve commercial impact” and “Leadership capability“. As we reach the end of 2015, it’s a good time to check in on progress. How did you do? Are you making the progress you intended? Have unexpected barriers got in your way? It’s easy to get discouraged or become detached from your original.. Read More