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...

A new approach to segmentation

Simon Hay, CEO of customer data science specialist, Outra and Professor Richard Webber, originator of segmentation, take to the stage at Technology for Marketing to explore the evolution of this central marketing tool.The advent of GDPR, upcoming ePrivacy legislation...

Why is big data never there when you actually need it?

Earlier this summer I cycled from London to Paris to raise money for charity. Sadly, one of my dearest friends died training for the event. Beyond the tragedy I found myself having some unusual conversations with some big brands.Some of them – American Express in...

Viewpoint: The Importance of Confidence Scores

How confident are you about your modeled data? If you reply honestly, the answer to the question is likely to be akin to sticking your finger in the air and seeing which way the wind is blowing. The problem with modeled data is its very nature – it’s modeled....

The Exciting Opportunity of Telematics

A new report by BIS Research reveals that the number of telematic boxes installed in cars globally will reach 169 million units in the next four years with a growth rate of close to 50 per cent (47.1 per cent).The UK, Italy and the US are the most advanced markets...