I am sure you have heard it said before that fashion and trends repeat every twenty years. As it happens, in 1997 I joined the Marketing Workbench team at Harrah’s Entertainment. Marketing Workbench was designed to be marketing’s analytic environment to drive customer segmentation through predictive analysis. It was this career move that started my… Read More »
Working recently on enabling customer analytics for a large Australian bank, I was once again reminded of the potential of Big Data and the risks involved. This bank proudly analyses customer transactions to glean important information about its customers. They plan to use the data, for example, to offer you travel insurance when they see… Read More »
Capturing the innumerable actions made online every minute of every day is a big challenge. Buyer expectations are on the rise and the modern consumer expects to have interactions from brands that are personal to them. Bombarding consumers with impersonal content just doesn’t work anymore. Put simply, consumers find this approach disengaging. A result of this is the growing requirement for ‘real-time marketing’, which gives marketers the power to shape one-to-one personalised messages during live website visits or call centre interactions.
A personal story about my (former) bank, churn and analytics . I’d like to share a personal and frustrating story with you about the time I switched banks. It was completely preventable and didn’t require much effort on the bank’s part to retain me. For my part, it was a long, irritating, costly and difficult process… Read More »