Learning Objectives
In this seminar, you will learn:
- What consumer insight is, and what are its main disciplines.
- Why having insight into consumers, their behaviour and their ever-changing value is more important than most companies and senior managers believe.
- How to create and use insight.
- How to decide how much of the work to do yourselves, and how much to use outside suppliers.
Program content
In this seminar, Professor Merlin Stone examines how the idea of consumer insight arose out of a combination of database analysis and market research. He explains the importance of consumer insight in different industries, and how using consumer insight better can produce better business results. He looks at the origins of the disciplines of consumer insight, and how they have been combined into a new set of ideas under the influence of CRM and e-business.
Professor Stone presents some of the more advanced ideas in consumer insight, such as how to ensure that inter-segment movement of consumers is correctly understood, and how to align your proposition to these insights. He also covers how topics such as "customer experience" and "customer journey" are changing the way we approach consumer insight.
Finally he considers the management and organisation of insight, in particular when and why organisations should do it themselves, when and why they should outsource it, and which elements are best retained in-house.
Participant level of understanding
This program is intended for participants with a basic or intermediate level of understanding on the topic.
Prerequisites:
There are no prerequisites for this seminar.
Advance Preparation
There is no advanced preparation required for this seminar.
Who Should Attend?
Executives, Directors, Managers and Analysts who want a better understanding of how the use of business intelligence, data warehousing and analytic applications can contribute to a company's success.
About Professor Merlin Stone
Merlin is IBM Professor of Relationship Marketing at Bristol Business School, University of the West of England. He is Business Research Leader with IBM’s Business Consulting Services, where his role combines consulting and marketing with the development of business research partnerships with IBM’s clients, partners & universities.
His consulting experience covers many sectors, including financial services, utilities, telecommunications, travel and transport, retailing, automotive, energy and IT.
He is the author of many articles and over twenty books on marketing and customer service, including "Up Close & Personal – CRM @ Work", "Customer Relationship Marketing", "Successful Customer Relationship Marketing", "CRM in Financial Services" and "The Customer Management Scorecard", all published by Kogan Page. His new book, "Business Solutions on Demand", has just been published by Kogan Page.
He is a Founder Fellow of the Institute of Direct Marketing, a Fellow of the Chartered Institute of Marketing and a member of the Market Research Society’s Publications Committee. He is also on the editorial advisory boards of the Journal of Financial Services Marketing, the Journal of Database Marketing, the Journal of Targeting, Measurement & Analysis for Marketing, the Journal of Interactive Marketing (the journal of the Institute of Direct Marketing) and the Journal of Selling & Major Account Management. He writes monthly columns for the monthly journal Database Marketing and for the web site What’s New in Marketing (run for the Chartered Institute of Marketing) and also occasional columns for the Institute of Direct Marketing various CRM websites. He has a first class honours degree & doctorate in Economics.
