Author

Peter Dorrington
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Director, Marketing Strategy (EMEA)

I am the Director of Marketing Strategy for the EMEA region at SAS Institute and have more than 25 years experience in IT and computing systems. My current role is focused on supporting SAS’ regional marketing operations in developing marketing strategies and programs aligned around the needs of SAS’ markets and customers.

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Humanity, our ultimate differentiator

In his new book, Physics of the Future: How Science Will Shape Human Destiny and Our Daily Lives by the Year 2100, world renowned theoretical physicist and futurologist Michio Kaku shared his view, and those of 300 other global top scientists, about what is in store for the rest of

Analytics
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A monster of a success

Monster.com was the pioneer in the online recruitment industry. To maintain its competitive advantage more than a decade later, the company has taken the data-driven road using research, business intelligence and predictive analytics. Jean-Paul Isson, Vice President of Global BI and Predictive Analytics at Monster Worldwide spoke today about how

Peter Dorrington 0
Moving the global economy out of neutral

Balancing the short term with the long term has never been easy, and during a time marked by significant uncertainty in global financial markets, it just got harder. Organizations worldwide are searching for signs of stability, while weighing the risks of pursuing new opportunities against cautious steps that recognize continued

Customer Intelligence
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Lost in translation

As a marketer I spend all day, every day thinking about expressing how my company's products meet market/customer needs. I work hard on the prose, simplify the diagrams and especially focus on the underlying issues. That said, I have a sneaking suspicion that I could be doing better and here's

Analytics
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Tom Davenport’s masterclass for executives

On Wednesday the 23rd June, Tom Davenport, best-selling co-author of Competing on Analytics and Analytics at Work and President's Distinguished Professor at Babson College, led a masterclass of 20 business leaders in examining how organisations go from being analytically impaired to analytical competitors. In Tom’s view, most companies have massive

Analytics
Peter Dorrington 0
Analytical marketing roadmap - part 1

In their book Analytics at Work; Smarter Decisions, Better Results authors Tom Davenport, Jeanne G Harris and Robert Morison describe a 5-stage process to becoming an Analytical Competitor. In this series of articles, I am going to describe my interpretation of what it means for CMOs to become analytical marketers,

Analytics
Peter Dorrington 0
Uneasy bedfellows: analysis and intuition?

Yesterday at The Premier Business Leadership Series, I had the tremendous pleasure of attending the panel debate Balancing Intuition and Analytics in Decision Making. The panelists were: Malcolm Gladwell - Best-selling author of Outliers: The Story of Success, Blink and The Tipping Point; Tom Davenport - Best-selling author of Competing

Peter Dorrington 0
Business analytics and the thinking process

Business leaders, who wish to base their decisions on fact and logic rather than emotion or instinct, probably follow a thinking process that lends itself well to the application of business analytics: What has caused this issue to be brought to my attention? If not from an external source (e.g.

Peter Dorrington 0
Specifying for programme failure

I've been spending the last few months working on a major business transformation programme, and it's an exciting place to be. As part of the steep learning curve involved in adapting a generic approach to something specific for the programme I find myself occasionally having an "ah ha!" moment -