Customer Intelligence Blog
Evolving relationships for business growth
A question often asked by marketers about big data is “Where do we start?” For newcomers and seasoned experts alike, there is no shortcut to finding the “signal” in the “noise” of today’s big data. What I recommend is a structured, methodical approach to meet the challenge. Here is a suggested
Happy Valentine's Day! Today is the international day for celebrating love, or at least the day for love offerings. Naturally, I'm inspired to write about ways marketers can spark and nurture feelings of love in their customers, and for that there are valuable lessons to be had in looking at
I have always loved watching the Olympic games for so many reasons. To begin with, the Opening Ceremonies with the pageantry of the parade of nations is unparalleled. For me, that means pride at cheering my parents’ Brazil and Hungary teams, then the USA team, of course. Then there are
I have never liked referring to people as a “resource,” or as an “asset” in the impersonal sense. Even with people reporting in to me, doing that always seemed to trivialize the individuals being referred to and just never has sat well with me. At the same time, I’ve seen
Knowing if your campaign is successful and why is not as easy as it seems. Even in ideal conditions, there are plenty of factors beyond your control, such as competitive action, sales investments, product quality, and customer-specific issues. Digital channels have added layers of complexity, while also providing the means for
Fan loyalty is everything in the sports business. So when Major League Soccer (MLS), the top flight pro soccer league in the US and Canada, wanted to deepen customer engagement, it started by getting a better understanding of its fans. MLS wanted to reach out to fans with personalized information that