helping you master the people side of data & analytics

Are consumer segment Personas helpful facts or Marketing fiction?

personas

After a break in posting due to a holiday, I’m pleased to return and share about Personas. Despite having shared briefly before about Segmentation we have not had a post on this useful topic. Guest bloggers have shared on the continued relevant of segmentation & I shared some thoughts on public segmentations. But no personas. So, to fill that gap, I am delighted to welcome a new guest blogger, Amy.. Read More

Audio Interviews with Customer Insight Leaders: (5) Elsbeth Kottelenberg (UBM)

Elsbeth Kottelenberg 1

Time for another of our audio interviews with Customer Insight Leaders, this time it’s Elsbeth Kottelenberg. This is another good conversation with a leader, in a different sector again. UBM is a global events company, with Elsbeth supporting Pharma events around the world. She also differs from previous interviewees through her background in qualitative research. During this interview we discussed her career to date, some segmentation projects within UBM, the challenges of.. Read More

Learning together at CIM Wales Analytics Masterclass 2018

CIM Wales Analytics Masterclass

Back from holiday, I spent a very enjoyable & informative day at CIM Wales Analytics Masterclass. This event was held at Glamorgan County Cricket Ground (SWALEC Stadium) in Cardiff. A great venue for food & facilities. It was a well organised day, benefitting from the enthusiasm and professionalism of CIM team and Sameer Rahman (organiser & Chairman of CIM Wales). Gavin Davies (Vice Chair of CIM Wales) was master of.. Read More

Customer Segmentation in a Cognitive Computing age

As a break between my event reporting, lets return to the theme of customer segmentation. I’ve written recently about the benefit of segmenting your key stakeholders & previously on different approaches to segmentation. To give a different perspective and useful real world experience, I’m delighted to welcome back guest blogger Peter Lavers. Having returned from the SAS Analytics event that he referenced in his militaristic analytics posts, Peter is now.. Read More

Stakeholder Segmentation: Why you need one and video personas

Stakeholder Segmentation

Do you have a stakeholder segmentation? Had you even considered the need for one? Perhaps you think segmentations are just for customers or other parties external to your business. Does creating one for your key stakeholders sound like ‘over engineering‘? I’ve heard that response before. Yet, in this post I’ll make the case for how a stakeholder segmentation can help. I’ll also provide an example of one option, a simple.. Read More