Marketing and customer insight blog

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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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How can marketers use data to achieve true customer en...

With more marketing channels than ever before, marketers now have access to an absolute wealth of data to enhance customer engagement. It’s opening up a lot of opportunities – but also posing a few cha...

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Customer Engagement: A New Paradigm?...

Both CRM and Customer Engagement promise increases in loyalty and customer profitability based on the delivery of continuous value to customers. CRM saw the first step away from one-way, mass marketing to two-way dialogues and with it came new technologies to facilitate these relationships. But in most cases it...

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Feast or famine: how to avoid data indigestion...

So you’ve got lots of data, but do you know what to analyse and which metrics to use? I spend a lot of time talking to clients from a wide range of sectors about their headaches and of course looking for ways to take away the pain. And if...

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Should you stay loyal to loyalty?...

Loyalty schemes aren’t right for every retailer, but the rich customer insight they can provide is. In theory loyalty cards provide retailers with an incredibly rich source of consumer data, allowing them to promote customer retention, avoid wasted generic marketing spend and engage with the most lucrative customer s......

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