Tag Archives: customer journey

Taking customer journey from mapping to guiding

November 15, 2017

I’ve recently gotten a lot of questions from colleagues about the need for software to create customer journey maps and this recent analyst report by Richard Snow, “Why All the Fuss about Customer Journey Maps?” confirms that it’s moving from interesting professional discussion to business trend. Yes, as Mr. Snow discusses, it’s progress to move… Read More »

Behavioral segmentation through path analysis

November 2, 2017

Do you ever receive surveys that ask you to check off a bunch of little boxes to describe yourself? What is your age range? What is your income range? What is the highest level of education you completed? What’s your favorite ice cream flavor? Somewhere in an office building, a marketer is crunching the numbers,… Read More »

Don’t Rely on Witchcraft: Question the Status Quo of Customer Analytics

October 31, 2017

Late 9th century, somewhere in Europe, a fictitious story: Life is hard these days. The attacks of the Vikings have always been brutal, but this time it was worse. Your body is peppered with wounds from their battle axes and spears. Your body is aching and the wound fever is rising and draining energy out… Read More »

Within data and analytics, the “If you build it, they will come” mentality is finally dead

September 20, 2017

How to align data and analytics to achieve business outcomes Over the past few months I’ve been engaged across industries to help organisations understand what businesses are trying to achieve from big data and analytics. I’m glad to report that the focus is no longer on the technology first; at last, the belief in the… Read More »

Who owns the customer experience in the digital age?

September 19, 2017

From online browsing to email offers, from in-app shopping carts to in-store purchases, tracking the customer experience is a complex marriage of a myriad of touch points, occurring across endless platforms with countless key performance indicators nested in each. For executives to to really wrap their heads around all these collective data points, there needs… Read More »

The future of marketing – You don’t own your brand anymore

July 18, 2017

In my last blog, I introduced two trends that have fundamentally changed data-driven marketing over the last two decades. In this instalment I want to introduce two more seismic shifts that modern marketing organisations have to deal with. The third big change to impact marketing has been the dramatic change in consumer expectations. Alberto Brea… Read More »

Big Data in the Magic Kingdom: Disney’s Secret to Customer Experience Success

December 20, 2016

What’s the big data secret behind Disney’s magical customer experience? Or any other retailer relationship, for that matter? Whether shopping for clothes, sniffing-out cheaper utilities, or strapping on a personalised bracelet for a visit to the Magic Kingdom, we expect the earth in return for our custom. And why not? Shaped by new technologies and… Read More »