NCMD Notes – Insider Panel: Evolving from DB Marketing to Customer Intelligence

Just a few quick notes, again anything in a blue font are my comments, not those of the speaker…

The key thing when deciding what data to track is to determine what is actionable; there is too much data, especially from the web, so you need to stay focused. You also need to consider the data architecture, so the data is functional.

Chico’s told its analysts that they should spend 20% each week just exploring, pursuing ideas they want to explore.  This is tough, however, because it means turning aside other requests.  (I’d like to second this idea, but it certainly has implications and staffing and systems need to be in place to allow it.)

Analysts need to be able to put analysis into business speak.

Having robust basic level dashboard is critical.  Dashboard reporting can eliminate a lot of ad-hoc requests.  (Not in my experience.  Answering one question, always triggers multiple additional questions.  This means that dashboards need to be dynamc, so executives can drill down.)

There was some discussion regarding the skill sets colleges are providing to students.  The point was made that it is less important to have specific data or statistical skills than it is to have someone who is curious and willing to explore.  Diversity amoung analysts is good.  (This was mentioned above, but I’d add that the analyst needs to have the skills and willingness to share their findings, both in text and verbally.)

“Push marketing is dead in this world”, specifically talking of insurance industry.  Instead, they need to focus on reactive marketing.  “Were pretty good with re-active marketing, putting the customer in the center and providing an esprience on PowerPoint, but not in practice.”

Most of these customer intelligence iniatives are driven from the top, from the CEO level.

Coming trends:

  • Watch out for broadcast 1to1 marketing provided by cable.  This will provide the ability to serve broadcast ads to individuals, based on their unique demographics or other data profile.
  • Social Media
  • Mobile
  • Making data consumers more self-sufficient.

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