helping you master customer insight leadership

Data doesn’t kill creative, it feeds it (how to use both)

This week I had the opportunity to speak at the CIM’s “Marketing Analytics & Creative Conference“ in Cardiff. #CIMSmartArt proved to be a great event. Expertly chaired by Sameer Rahman, it focussed on the challenge: Is data killing creative? In a room with a mixture of data-led and more design/creative focussed marketers, 4 speakers had opportunity to share their experience. The result was an encouraging conclusion. That both better use.. Read More

Just tell me, what does good look like?

Back from holiday, refreshed and ready to go, it’s time to return to our theme of applying customer insight to marketing. So, what does good look like? To provide one perspective on this, I’m pleased to welcome back guest blogger Ben Salmon, co-founder of Crank. As an experienced marketing professional, with a strong analytics background, Ben shares his thoughts on what good digital marketing looks like. With a particular focus on.. Read More

What could you learn from Canadian Insurers?

When working to improve your marketing through using customer insight, it’s important to still use market intelligence. Knowing what competitors are doing, seeing the wider sector marketing to which your target customers are exposed, these sources still matter. Sometimes other sectors can also offer the fresh perspective you need. So, let’s hear from Canadian insurers. Paul Carroll, CEO of Insurance Thought Leadership hub, has shared guest posts with us previously. While.. Read More

Why you need to embed Customer Insight in your marketing lifecycle

Welcome to a new month & a new academic year. As we roll into September, our theme for the month moves on to ‘Marketing Applications’. By that, I mean examples of how Customer Insight can help throughout the marketing lifecycle. As before we will seek to bring you a mix of voices, as well as surveying your current practice. I hope, this Marketing focussed month, will bring some very practical.. Read More

Using Database Marketing, are you at the rear of the pack?

Earlier this month we launched a quick poll, to find out how you were using Database Marketing. Focussing on actual usage in your business, today, the poll asked about outbound & inbound marketing. Two other questions also covered use of database marketing techniques to coordinate multi-channel interactions, as well as marketing effectiveness data capture. The first point of interest is much lower participation in this poll, compared to previous ones.. Read More

Do you know how to handle a propensity model?

propensity model

When you talk to most database marketers, they will agree with the importance of using a propensity model to target direct marketing. Over the last couple of decades that form of targeting model has become de rigueur. Indeed, many case studies will show what a difference it can make to marketing returns (sometimes even as good as Pareto’s fabled 80% of sales for 20% of marketing spend). Such modelling has also.. Read More

When is perfect not good enough? Ask Pareto

This month our theme is database marketing. Although that’s an older name for the wide discipline of targeting inbound & outbound communications across diverse channels & media, its skills are just as relevant in today’s digital/social/mobile marketing world as ever. Especially the mindset of test & learn, as well as focussing on making a commercial impact. So, I’m delighted to welcome back guest blogger Ben Salmon, to share a somewhat contrarian.. Read More