From Digital Transformation to Data Transformation

Feb 8, 2019

Fifteen years ago there was much debate about the chasm that existed between marketing and IT. This gap took the blame for pretty much everything – from inefficient campaigns to the inability to provide marketing accountability. However, over the ensuing years, the...

The pragmatic applications of AI in the Insurance Industry

Jan 8, 2019

Increasingly artificial intelligence and deep learning are hitting the headlines. Recently it was reported that IBM has created a secret algorithm that develops scents.The perfume industry famed for its highly paid human ‘noses’ is about to be disrupted as the...

Year Ahead: Get set for the rise of nano-segmentation

Dec 20, 2018

Segmenting people into groups based on something they have in common has been around since the 16th Century – Yeomans, Knights and Labourers were audiences before they knew it. The more familiar language of social class is over 50 years old but we can still hear...

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...