Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
In the last six months of so there has been much commentary about Tesco’s difficulties, including a number of posts by me. One of the questions I have been asked many times since is “Why didn’t ClubCard (Tesco’s loyalty card scheme) data warn them? Why didn’t big data help? Surely a retailer as sophisticated as …
Coupons. I’d have hoped by now that coupons would have ceased to exist. Hoped that the horror of TV shows such as Extreme Couponing would have convinced marketers that they were pouring money away. But no. Latest data suggests that more money is being spent on coupons that ever before. Why? Because as marketers we …
Marketing and sales teams are spending more and more time and on the acquisition and processing of data. Yet I’m not sure that there is any clear correlation between the amount of data available, and the quantity and the quality of the insight created by these teams. Whilst there are of course many organizations who are …
Gut instinct often gets a bad press. In this world of omnipresent data, managers who proudly state that they make decisions based on what their guts tell them these days stand to be vilified. Yet gut instinct is apparently still heavily used – A recent survey by CEB suggests that marketers use data in only 11% of …
I’m more than a little worried. One of the core foundations of marketing seems to be wobbling, and this wobble is extremely prevalent in the shopper marketing space. My concern? We’re forgetting what an insight is. As more and more data reaches marketers’ desks you’d think that we’d see more insight, but unfortunately that doesn’t …
Many marketers have historically been rather spoilt from a data availability point of view. Whilst I know that many marketers out there survive with virtually no real data, on the whole the consumer marketing guys have always had more than their fair share. Even the most data starved marketer is typically feasting at the equivalent …