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13th December 2017
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I have to admit to being a founder member of an organisation known to only a few people. It’s an exclusive organisation because only a few people have the level of directional incompetence required to pass the entrance qualifications. And what’s this beloved club called?  It’s known as ACME – The Academy of Crap Marketing Explorers. The ACME founding fathers had a simple aim. To bring direction to marketers who had lost their way. Marketers who were confused by the sheer number of...

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13th December 2017
Articles

DDS is endemic throughout the digital world. The problem is that the symptoms are quite difficult to spot especially in its early stages – when like many diseases it’s much easier to treat. But what about the symptoms? A general feeling that no matter how hard you try you’ll never be able to use your customer data to improve your marketing the way others appear to be able to. A feeling that you are drowning in data. It just keeps coming and coming...

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13th December 2017
Articles

A 10% improvement in customer data insight will generate 90% of the incremental gains available. Instead of looking for the best combination of actionable data insights and achievable best practice first, we all seem to be doomed to fall for the big system, big investment hype? Many companies are now finding that the gains they expected from such investments are either very difficult to quantify or illusive. And as the gains are incremental, there are many factors that could de-rail them. So, what can...

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17th October 2017
Articles

You’d have to be returning from a 10 year long retreat in Nepal to have missed the meteoric rise of technology-based marketing in the last few years. In particular, the drive towards using customer data insights to help us deliver communications to the right people, at the right time and with the right message. Marketers can now develop programs of activity based on knowledge, evidenced by what customers actually buy and respond to. At long last, we can remove guesswork from...

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17th October 2017
Articles

Have you ever thought, “What would my customer think if she knew the label we’d given her”? I may address her breezily as “Hi Penny” and use knowledge of her past purchasing behaviour to categorise her (using my business rules) as lapsed with a history of buying “x” product at “y” frequency with a projected life time value of “z”. I may even have some good data on Penny’s response to email communication and web journeys. A lot of information, but very...

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17th October 2017
Articles

It’s never been easier for us to access information, buy products and services, keep in touch with friends and family, voice opinions, share and rate experiences – all from a myriad of different devices As customers, we’ve become increasingly impatient expecting to experience perfection, first time every time. What do we do if we don’t have the perfect experience? We vote with our wallets increasingly switching vendors or suppliers the second they don’t meet our expectations. Instant gratification In this new world you’d...

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