Customer versus clicks

Dec 14, 2018

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?

Oct 17, 2018

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

Oct 15, 2018

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

Oct 3, 2018

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

Sep 24, 2018

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