Big Data does not have all the answers

An insightful article by Martin Lindstrom, on why everything we learn about customers from analysing (Big) data is, well, not everything. Martin uses the example of LEGO, and the numerous ‘big data’ studies LEGO commissioned that saw the… Read More

10 Loyalty Lessons From Brands With Superfans

Geoff Smith, SVP of Marketing at CrowdTwist, recently posted an article on Inc.com about brands with “super fans”. Customer loyalty is at the root of success for any lasting business. And when that loyalty turns into passionate advocacy,… Read More

Segment Customers By Their Needs

Traditional market segmentation methods, including those I was taught when studying an MBA, focus on segmenting (a.k.a pigeonholing) customers based on criteria such as: demographics (age, sex, marital status, income), geographic (country, post code), behavioral¬†(attitude towards, usage of… Read More

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