How To Build Your Ideal Customer Profile

How confident are you about your customer profile? Understanding who you’re talking to is vital as marketers need ways to cut through the noise of other messages and strike a chord with consumers. Unfortunately, speaking to customers seems to be getting harder. The latest online marketing trends show that customer acquisition is becoming more expensive …

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Work From Home Trends and the Race for Space

In early 2020, overnight working from home (WFH) became widespread across the globe. As lockdowns have ended in the UK, we have embraced ‘the new normal’ with hybrid working models more common than ever. However, for some, the weekly commute has returned. This change in working behaviour across the UK has, over the past 2 …

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New EPC Regulations Putting Pressure on Landlords

Did you know that 59% of tenants live in rented homes that aren’t energy efficient? Millions of homes in the UK Private Rental Sector (PRS) don’t even meet basic standards of decency. In fact, 2 million homes (1 out of 10 in England) contain a Category 1 Hazard, meaning they are in such poor condition …

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Reflections on my first 100 days at Outra part 3

In part 1 of my first 100 days reflections I mentioned that things at Outra seem to happen 4x faster, that’s why it isn’t the first 100 days reflection that you expect. The pace of data engineering, data science, innovation, and sales has astonished me; there is real pace and agility. This is down to …

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How Can Data Innovation Revamp Targeted Advertising?

In December 2021, Facebook (now Meta) updated its Special Ad Category, which encompasses any ads relating to employment, credit, housing, and politics, to prevent discrimination. The move is seen as a reaction to an event that unfolded in 2019. Then, Facebook restricted targeted ads in the US to prevent real estate and housing brands from …

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Reflections on my first 100 days at Outra part 2

Some more reflections after my first 25 days. Yes, you’d expect me to report after my first 100 days but things here at Outra seem to move 4x faster than anywhere else. I still read many articles and posts, and hear the data community discuss the problems encountered and created by data being a subset …

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Reflections on my first 100 days at Outra

In the Chief Data Officer’s Playbook, Caroline Carruthers and I wrote a chapter about the first 100 days as a CDO. You’re correct, I haven’t been at Outra for 100 days yet, but things here seem to move 4x faster than anywhere else. So, some reflections after my first 25 days. These reflections will come …

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How can data science sell more Electric Vehicles?

Petrol prices are soaring, igniting interest in EV cars across the UK as people look for new, more affordable ways to drive. And who can blame them, when fuel costs are making it too expensive for owners of older cars even to commute to work? But here’s the rub: the UK doesn’t have enough EV …

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Are you more than just your spending habits?

Data. Data. Data. It’s everywhere and nowhere. The internet has stormed into the show and taken it over, providing marketing professionals with a pile of information on customers. It’s changed the way we work, we communicate, we fall in love, and – especially in the last 2 years – helped us stay home, still get …

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The Power of Change in Segmentation

It is often said that the only constant is change. Why, therefore is change rarely used as a variable in segmentation? The purpose of segmentation is to create powerful models that make predictions based upon the data that feed them. For example, the surprise Brexit vote could easily have been predicted if changes in immigration …

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