Customer versus clicks

Treacy and Wiersema purport there are but three ways to achieve competitive advantage. These are by being operationally excellent, by becoming a product leader or by achieving customer intimacy. The main premise is that companies must choose—and then achieve—market...

Sprechen sie segmentation?

Nelson Mandela once said “ if you talk to a man in a language he understands, that goes to his head. If you talk to him in his language that goes to his heart.” What I love about this quote is its relatability. Through its psychological nature, it can be applied to...

Segmentation: fail to plan, plan to fail

Unfortunately, it is becoming increasingly usual to hear anecdotally of segmentation systems that are failing to perform to expectation. Following the emergence of data science, deep learning and AI segmentation is right back on the marketing agenda, the appetite for...

Customers are more than their last click

Wendell R Smith wrote in the Journal of Marketing in 1956: “Market segmentation involves viewing a heterogeneous market as a number of smaller homogeneous markets in response to differing preferences, attributable to the desires of consumers for more precise...

Analytics: the £25bn mistake

In just two very short years the analytics market in the UK will have doubled to be worth a staggering £25...