helping you master customer insight leadership

Segmentation

Segmentation is one of those customer insight and marketing terms which divide opinion. Leaders have their favourite approaches. Boards can be ardent fans of the need for a segmentation, or complete unbelievers in what is perceived as marketing “spin“. One of the reasons for this appears to be, the mixed fortunes of implementing segmentations. Some companies extol real benefits, and focus that have come as a result, whilst others bemoan.. Read More

Which roles make up today’s hybrid Customer Insight Leader?

hybrid customer insight leader

I was struck by this graphic published by Visually that was trending on Twitter a couple of days ago. Although about marketers, it set me pondering about today’s hybrid Customer Insight leader. Apart from being an eye catching infographic and ringing true as to the challenge for modern marketers, it prompts an equal or bigger challenge for insight leaders. Over the years this role has evolved into one requiring CI leaders to have.. Read More