Three years ago, at Sydney’s ‘CMO+CIO Leadership Symposium’, the CEO of IBM, Ginni Rometty, announced the death of customer segmentation. The shift is to go from the segment to the individual. [Advanced analytics] spells the death of the ‘average’ customer. Ms. Rometty’s core message was that we have the technology to communicate with customers on […]
Entries By Tim Manns
I was chatting with a friend recently who knew of my background in ‘data stuff’. He described a situation where a retail bank had delivered a bad customer experience. My friend asked me how we track people and identify when someone is behaving differently or is annoyed and considering leaving an organisation or considering buying […]
Getting enough data isn’t the problem. Capturing and storing the data isn’t the problem. Building valuable insights isn’t the problem. The true challenge of analytics is inserting insight into tactical systems and using insight to shape long-term business strategy.