Marketing and customer insight blog

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Sky opts for Experian to optimise customer prospect ma...

Experian has unveiled a new contract with media giant Sky to help it refine its prospect marketing strategy and grow the size and quality of its client...

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The Chancellor’s Autumn Statement 2012...

The Chancellor again faced a challenging background in presenting his Autumn Statement today as a stagnant economy over the past year shifted his deficit reduction strategy further off course. Missed targets meant that, as in last year’s Statement, the austerity programme has been extended to allow room for manoeuvre...

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Showdown! Online Marketing versus Direct Mail...

The cost savings of online marketing over direct mail may not be as big as you think. Acquisition budgets have been migrating online for a number of years now. Double digit year on year growth, relatively cheap media and real time optimisation have made the transition somewhat inevitable. Certainly...

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Is there a fundamental issue with market segmentations...

Make sure your segmentation is actionable. Having worked in the customer insight world for much longer than I care to remember I am still amazed by a recurring and underlying issue when it comes to planning market segmentation...

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How to build a targeted B2B prospect list...

Targeting is arguably the most important part of Business prospecting. You can have a brilliant product with a great offer and wonderful creative to sell it, but if it goes to someone who is just not going to be interested, none of this...

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What can email marketing do for my business?...

Email marketing is one of the most cost effective ways for a business to attract new customers and enhance relationships with them. With the right strategy and know-how, it can be a powerful tool through which you can build brand loyalty and repeat business with your customers and potential......

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Is Big Data the new CRM?...

I recently attended a conference about Big Data. All the big IT players were there, lots of clever stuff was discussed and new toys and techniques were dangled in front of us all in the promise of making our businesses more effective. But then I had a feeling of...

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Location, location, location – the importance of spati...

With the high street once again in a state of flux, retailers are starting to re-evaluate their presence – namely, how big the optimal catchment size is for their stores and how best to cover the UK most effectively. What seems like a straightforward questions at first – surely...

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Five top tips for effective email marketing...

With 107 trillion emails sent worldwide last year, the fight to stand out and grab attention gets harder and harder. Added to this moves by some ISPs to penalise senders who have lower engagement metrics with their subscribers has added more woe to the...

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