Items tagged "Consumer metrics"

Read about our views on marketplace changes as well as updates on our research and event programmes.

How to value personal data?

Posted: 21st June, 2013 | 1 comments

The Financial Times’ recent exercise to help individuals value their data has caused something of a stir amongst those interested in personal data.

It’s unfortunate that, in a world where data is increasingly recognised as a critically important raw material, the FT chose to base its calculations on the one tiny corner of the data industry that’s facing a mortal threat: data broking.

Data brokers make their money out of selling individuals’ data. It’s mostly unpermissioned (therefore lacking social and consumer legitimacy), collected and used out of context (therefore not relevant), and devoid of utility (e.g. used for targeting…

How to value personal data?

Posted: 21st June, 2013 | 1 comments

The Financial Times’ recent exercise to help individuals value their data has caused something of a stir amongst those interested in personal data.

It’s unfortunate that, in a world where data is increasingly recognised as a critically important raw material, the FT chose to base its calculations on the one tiny corner of the data industry that’s facing a mortal threat: data broking.

Data brokers make their money out of selling individuals’ data. It’s mostly unpermissioned (therefore lacking social and consumer legitimacy), collected and used out of context (therefore not relevant), and devoid of utility (e.g. used for targeting…

To get a glimpse of the future of consumer empowering services take a look at MoneySavingExpert’s new initiative the Cheap Energy Club – a price comparison service that not only compares prices but understands the behaviours and attitudes that stop us doing stuff we know we should.

Make it easy for me!

Instead of enabling one comparison (and perhaps one switch) Cheap Energy Club keeps on comparing your tariff against the market, month by month, so that you know when you are getting out of kilter and need to do something about it.

It’s also designed to address the…

Reinventing advertising

Posted: 20th September, 2012 | 0 comments

This week’s issue of Marketing Magazine carries a cover story written by me called ‘Beyond Advertising: Why Consumer Services Is Trumping Traditional Marketing’.

The key passage in the article goes like this:
"The simplest and most important driver of change is the basic fact of the information age. Not long ago – the pre-internet era of three TV stations for example – information/content was relatively scarce and available consumer attention was abundant. But now we’ve entered an era of information overload and clutter and the tables have turned. Power is shifting from the content/information provider to the attention owner.

Competing for customer loyalty

Posted: 1st August, 2012 | 0 comments

Loyal customers are the bedrock of business and the benefits of loyalty are well understood. But what does customer loyalty actually mean in today’s changing environment, what are the drivers and factors that determine loyalty, and what are the opportunities for those who are getting it right?

These are the key questions we are asking as we initiate a board level strategic study into the changes affecting customer loyalty in banking. Here’s a little more about what we are doing and why.

The shifting sands of customer loyalty

Loyalty currently suffers from confused terminology. People use the ‘L’ word to…

Don't target me, ask me

Posted: 24th July, 2012 | 0 comments

We've been pondering some mega-trends on this site for some while.

1. The rise in the volumes of data available (so called Big Data).

2. The lack of efficiency in the advertising model.

3. How technology is now literally in the hands of the customer.

Each is a driver of change and combined they create a massive opportunity for a re-alignment of the relationship between buyers and sellers. Understanding how to illicit and use Volunteered Personal Information (VPI) is at the heart of being able to do this. But in order for the far reaching opportunities of VPI to be realised, people have to take time to contribute…

Last week we published our report on the key market of identity assurance. We estimate that it is worth more than £280m in 2011 and will grow to £360m in 2014. One of the key drivers of this growth is the public sector. Driven by a desire that government should be 'digital by default', the government is now working on series of projects based on the premise that a citizen-centric identity assurance service could be a far more effective process.

The government aims to save money over the next three years, but instead of re-inventing the wheel, it is…

The pricing shift

Posted: 22nd June, 2012 | 0 comments

Interesting! According to an article in the latest edition of Harvard Business Review most companies' approach to pricing is 'antagonistic' to customers. Seeing pricing purely in terms of how to maximise revenues from each transaction, companies routinely put their customers' backs up, undermining relationships and, over time, their own businesses, warns pricing strategy expert Marco Bertini from London Business School.

Airlines offer a classic example of antagonistc pricing: a misleading headline price followed by extra, late-in-the-day charges for baggage, leg room, using a credit card, and so on. If you read economics textbooks this may be a perfect means…

The pricing shift

Posted: 22nd June, 2012 | 0 comments

Interesting! According to an article in the latest edition of Harvard Business Review most companies' approach to pricing is 'antagonistic' to customers. Seeing pricing purely in terms of how to maximise revenues from each transaction, companies routinely put their customers' backs up, undermining relationships and, over time, their own businesses, warns pricing strategy expert Marco Bertini from London Business School.

Airlines offer a classic example of antagonistc pricing: a misleading headline price followed by extra, late-in-the-day charges for baggage, leg room, using a credit card, and so on. If you read economics textbooks this may be a perfect means…

Microsoft’s decision to set ‘do not track’ as the default option is another game changer in the fast moving world of the control shift.

It does two things.

First, it forces the other browser providers to respond. What will Mozilla Firefox, Google Chrome and Apple Safari do now? Whatever their response, Microsoft is forcing them to grapple publicly with a central control shift theme: should information be a tool in the hands of the individual, or a tool in the hands of people who gather information about individuals?

More specifically, what are browsers for? Is it their job to help…

PDS market worth £1bn

Posted: 1st May, 2012 | 2 comments

· New tools and services help consumers control their privacy and leverage personal data

· Significant commercial opportunity undetected by most businesses

· Global scramble for market leadership under way

A vibrant new market with a possible UK value of £1billion by 2016 is highlighted in our latest report.

Personal data stores can help individuals unlock the value from their data, whether it’s analysing electricity usage to check we’re on the best tariff, revealing how much we’re spending at certain retail outlets or keeping our personal information in a secure location under our control. Personal data stores (PDS) give consumers…

5 hot topics at SXSW

Posted: 13th March, 2012 | 0 comments

If you saw a tweet announcing the five hot topics being discussed at the brand-meets-tech-fest that is SXSW interactive, I'm sure that you'd click on the link.

Can anyone more technology literate than those in the Ctrl-Shift team explain why we got this page when we clicked on a Tweet from Techenlightement (an Experian company, no less), which linked to the review in Marketing

 

 

 

 

Thanks!

In this issue we highlight our forthcoming reports each of which delivers fresh insight into emerging markets. Also covered are some suggestions drawn from our recent research about what constitutes best practice in building positive, two-way data sharing customer relationships. The market round-up includes some of the key news this month.

Understanding growth markets

Over the next few months our research is focused on some of the new market opportunities emerging as a result of developments in the empowered consumer marketplace. Two new reports will provide evidence and analysis of the implications and possibilities created by developments across these different…

In this issue we highlight our forthcoming reports each of which delivers fresh insight into emerging markets. Also covered are some suggestions drawn from our recent research about what constitutes best practice in building positive, two-way data sharing customer relationships. The market round-up includes some of the key news this month.

Understanding growth markets

Over the next few months our research is focused on some of the new market opportunities emerging as a result of developments in the empowered consumer marketplace. Two new reports will provide evidence and analysis of the implications and possibilities created by developments across these different…

Multi-channel: multi-purpose?

Posted: 22nd February, 2012 | 0 comments

First came 'pure play' internet companies like Amazon and eBuy, then 'bricks and clicks' came along. Today, in retailing especially, online is about the only bright spot and for most customer facing companies 'multi-channel', face to face, phone, online, mobile, is now a must.

The challenges of multi-channel are well known. Customers increasingly expect to be able to jump seamlessly from one channel to another, but actually providing this seamless experience is a massive operational and data headache. Given the penalties for failing to achieve this (basically, loss of customers) and the contrasting upsides – a reputation for service plus…

Multi-channel: multi-purpose?

Posted: 22nd February, 2012 | 0 comments

First came 'pure play' internet companies like Amazon and eBuy, then 'bricks and clicks' came along. Today, in retailing especially, online is about the only bright spot and for most customer facing companies 'multi-channel', face to face, phone, online, mobile, is now a must.

The challenges of multi-channel are well known. Customers increasingly expect to be able to jump seamlessly from one channel to another, but actually providing this seamless experience is a massive operational and data headache. Given the penalties for failing to achieve this (basically, loss of customers) and the contrasting upsides – a reputation for service plus…

Phew! It has taken us six months but we got there in the end. Today (27 January), in the lead up to Data Protection Day (28th January) we’ve published new research assessing the privacy policies of the UK’s top 100 online retailers – the sector where many consumers most commonly experience the benefits and pitfalls of e-commerce.

We don’t think anyone has ever done this before and now we’ve got to the end, we’re not surprised. The project kicked off in the summer of 2011 when we started to think through an objective assessment of the state of the nation…

Lean and consumer empowerment

Posted: 21st December, 2011 | 0 comments

A video of a talk I gave recently to a conference of lean practitioners has just gone up on YouTube. In it I discuss two themes.

First I argue that, as individuals emerge as managers of their own data and with voice – the ability to express their plans, preferences and specifications to suppliers – the lean goals of making exactly to demand and getting things right first time on time can now be taken to a new level.

There are two ways of thinking about lean. The first, traditional factor, treats ‘the customer’ as an out-there exogenous factor:…

Spring 2012 research schedule

Posted: 1st December, 2011 | 0 comments

We're now planning our next research reports and we'd like your input.

We're already committed to two reports (see below) and would like to choose two more from the options list. Feedback very welcome.

Privacy comparisons. Which of the top 100 e-commerce e-tailers has the best privacy policy and which has the worst?

Decision-making market. As a follow-on from our work on personal information management services (PIMS), we look at the broad scope of suppliers in this market and chart what benefits consumers get from making better decisions.

Options for early 2012 -

The Personal Data Store (PDS) market.…

Playing down good news isn’t something one expects from politicians these days, but there’s at least one real driver for growth buried in George Osborne’s Autumn Statement. In it he announced new Open Data measures, and this signals a battery of initiatives that will present new and exciting opportunities to outperform our decreased growth forecast. According to the Cabinet Office the measures will, ‘open up public sector data to make travel easier and healthcare better, and create significant growth for industry and jobs in the UK.’ More Open Data will ‘allow entrepreneurs to develop useful applications for business and consumers’.…

The new personal data landscape

Posted: 22nd November, 2011 | 1 comments

At our recent event ‘To hoard or to share: midata and the personal data-sharing revolution’ Alan Mitchell discussed the Government’s midata programme in the broader context of changes to the personal data landscape. We’ve now published a report on the New Personal Data Landscape that identifies these transformational trends, highlights the emerging market for new personal data management services and analyses the opportunities and threats for organisations.

For the last fifty years organisations have had a monopoly on the collection and use of customer data. But this is changing. Individuals are starting to collect and manage their…

Richard Anson to speak at midata event

Posted: 1st November, 2011 | 0 comments

The countdown to Ctrl-Shift’s midata event, 'to hoard or to share: midata and the personal data sharing revolution’, which takes place a week tomorrow, has started. We’re delighted that Richard Anson, Founder and CEO of Reevoo, will be taking the stage.

Reevoo is a great example of the new wave of decision support services using personal data. It’s taken an ad hoc consumer activity - posting the odd review here and there - and turned it into a disciplined, structured process: carefully collecting reviews from only known buyers of products and slicing and dicing the resulting information in multiple…

What a better decision looks like: 2

Posted: 3rd October, 2011 | 0 comments

In my last post on the personal decision-making revolution (sorry for the gap!) I talked about one aspect of what ‘a better decision’ looks like. A better decision leads you to a better outcome. (You might say, Well Duh! except for the fact that right now we have a massive trillion dollar marketing industry that invests close to 100% of its time trying to do the opposite).

The second element of ‘a better decision’ is a better decision making process. In fact, in a funny sort of way, this is probably the most important element, because it’s the better…

Anatomy of a decision

Posted: 8th September, 2011 | 0 comments

 

A chat with my Ctrl-Shift colleague Paul about his weekend illustrates much of what I’ve been saying about the market for decisions.

 

His story was pretty familiar: great weekend out in the country, awful traffic on the way home resulting in delay, kids getting restive in the back of the car. Paul and his wife realise they’re not going to get home in good time for dinner. So they get out the smart phone and find a place to eat in a local town which turns out to be great. Thanks to the wonders of modern technology, a…

Autumn 2011 research programme

Posted: 5th September, 2011 | 0 comments

We're now planning our Autumn research programme and are looking for input on the top three projects and some suggestions for what we should cover in early 2012.

October - PIMS 2 - the personal information management market

This report is about the market that changes markets - how third party vendors are helping consumers work across markets.

Building on Ctrl-Shift’s 2010 initial foray into this market, the report is focused on how services are being built to allow consumers to keep information about themselves in one easy to manage place. The report will include updates on Mint, MoneyStrands, Google…

The market that changes markets

Posted: 23rd August, 2011 | 0 comments

It really is textbook stuff: when the price of something goes down, effective demand for it goes up. The 'price' of decision-making is now plummeting, and demand for decision-support services is soaring. There are countless historical precedents. For example:

Within a space of ten years Henry Ford slashed the price of a car by more than 90%, he transformed a luxury market into a mass market and in doing so, ushered in the modern age of mass, industrial production.
In 1860, it would cost the average labourer ten hours work to buy one lumen of lighting (in the…

We are setting out to track the ‘control shift’ through a tracking survey that will, over time, provide evidence of which changes are unnfolding, where, at what pace, with what impacts and implications. Our initial research is now available and it sets a benchmark to track that progress.

The research is based on a GB representative sample of nearly 1500 consumers surveyed in April 2011. Fieldwork was conducted between 28 April and 5 May 2011, with 1464 adults responding.

After the raw data was collated (data tables are available), Ctrl-Shift analysed the data to draw its conclusions. The analysis looks…

We are setting out to track the ‘control shift’ through a tracking survey that will, over time, provide evidence of which changes are unnfolding, where, at what pace, with what impacts and implications. Our initial research is now available and it sets a benchmark to track that progress.

The research is based on a GB representative sample of nearly 1500 consumers surveyed in April 2011. Fieldwork was conducted between 28 April and 5 May 2011, with 1464 adults responding.

After the raw data was collated (data tables are available), Ctrl-Shift analysed the data to draw its conclusions. The analysis looks…

The Ctrl-Shift Explorers' Club met on May 12 to share experiences and understanding of the changing consumer market place. It was an eclectic mix. Attendees included large corporations and small businesses; public and private sectors; different vertical markets; and suppliers of marketing services and the creators of some of the new tools available to consumers.

The event had plenty of time for discussion around a number of topics we've been researching including

The Government’s ‘mydata’ initiative - what the paper says, what the implications are, and what companies should do to take advantage of the hidden radicalism in this…

The Ctrl-Shift Explorers' Club met on May 12 to share experiences and understanding of the changing consumer market place. It was an eclectic mix. Attendees included large corporations and small businesses; public and private sectors; different vertical markets; and suppliers of marketing services and the creators of some of the new tools available to consumers.

The event had plenty of time for discussion around a number of topics we've been researching including

The Government’s ‘mydata’ initiative - what the paper says, what the implications are, and what companies should do to take advantage of the hidden radicalism in this…

May newsletter

Posted: 6th May, 2011 | 0 comments

The May newsletter covers the Government's mydata, a Europe wide assessment of consumer empowerment, a market round-up and to plug your chance to meet the Control Shift team next week.
The Government’s mydata initiative - covered in our last newsletter -  is moving to its next stage. We’re glad to announce that Ctrl-Shift will be working with Department of Business Innovation and Skills as a member of the Project Board to set up the programme of work and make the strategy a reality.

The initiative aims to encourage companies holding customer data to release the data back…

May newsletter

Posted: 6th May, 2011 | 0 comments

The May newsletter covers the Government's mydata, a Europe wide assessment of consumer empowerment, a market round-up and to plug your chance to meet the Control Shift team next week.
The Government’s mydata initiative - covered in our last newsletter -  is moving to its next stage. We’re glad to announce that Ctrl-Shift will be working with Department of Business Innovation and Skills as a member of the Project Board to set up the programme of work and make the strategy a reality.

The initiative aims to encourage companies holding customer data to release the data back…

A new EU-wide research survey published in April 2011, has shown that the UK lags behind many other countries according to a consumer empowerment index. The research revealed that less than 50% of the 56,000 respondents (in 29 countries answering 70 questions) felt confident, knowledgeable and protected as consumers.

The European Commission said that the "results show that consumer awareness and skills are worryingly low. However, there is a considerable potential to empower consumers and thereby to improve consumer welfare and reduce consumer detriment. The internet and the media have a key role to play in…

Innovation happening in health

Posted: 20th April, 2011 | 0 comments

Attended an excellent event at Nesta this morning. Four great speakers all revealing how new services designed around the user are making real savings for the NHS and other parts of the NHS. The introductory remark was that if 1% of consultations could take place at home, this would save the NHS £250m a year. It's a huge saving and opportunity.

* Adil Abrar, founder and director, Sidekick Studios. Sidekick are behind the Buddy project, part of NESTA’s Reboot Britain programme looking at new solutions for public services, helping patients with anxiety and depression to track…

The Government’s new programme 'Better Choices: Better Deals' represents a significant acceleration in the trend towards consumer empowerment. They even call it a ‘Consumer Empowerment Strategy’. We’ve prepared a mydata briefing on what this means for organisations. It’s free!

 

The announcement is a first on two fronts:

1) Its ‘mydata’ programme encourages companies to release data they hold about individuals back to them, so that they can use this data for their own purposes. This is the first major Government initiative, globally, towards a changed personal data consensus: personal data is a personal asset, and individuals should have…

The Government’s new programme 'Better Choices: Better Deals' represents a significant acceleration in the trend towards consumer empowerment. They even call it a ‘Consumer Empowerment Strategy’. We’ve prepared a mydata briefing on what this means for organisations. It’s free!

 

The announcement is a first on two fronts:

1) Its ‘mydata’ programme encourages companies to release data they hold about individuals back to them, so that they can use this data for their own purposes. This is the first major Government initiative, globally, towards a changed personal data consensus: personal data is a personal asset, and individuals should have…

We're still progressing our thinking on how to provide the consumer side of the evidence of the control shift. Thanks to those who commented on the original (either on site or via email). We are now close to our final questions (see below). We're looking to get these out on a survey before Easter and reporting back at our Explorers' Club in May.
______________________________________________________________________________ 

Our Questions:

Trend: information as a tool in the hands of the individual (decision-making)

1. When making a non-routine purchase, the first thing I do is seek out independent information…

We're still progressing our thinking on how to provide the consumer side of the evidence of the control shift. Thanks to those who commented on the original (either on site or via email). We are now close to our final questions (see below). We're looking to get these out on a survey before Easter and reporting back at our Explorers' Club in May.
______________________________________________________________________________ 

Our Questions:

Trend: information as a tool in the hands of the individual (decision-making)

1. When making a non-routine purchase, the first thing I do is seek out independent information…

More on metrics

Posted: 1st April, 2011 | 0 comments

 

Aristotle said the natural state of matter is rest, so he had to explain motion: with the concept of the Prime Mover. Newton said the natural state of matter is motion, and explained rest in terms of friction. They both looked at exactly the same evidence and drew opposite conclusions.

 

I think we’ve got a similar problem in marketing metrics. Marketers have been on a long and fruitless wild goose chase – the quest for ‘evidence’ that they are changing consumer behaviour; for evidence of their role as the Prime Mover of markets. We can stay on this…

Reinventing marketing metrics

Posted: 30th March, 2011 | 0 comments

I'm just back from speaking at the World Advertising Research Centre's annual conference on Measuring Advertising Performance.

My main message was that most advertising and marketing metrics don't actually measure what we think they are measuring. The mental model behind these metrics tells us we are measuring how effective the marketer is in changing the consumer's behaviour.  In fact, very often, what's actually being measured is how useful the marketing initative is to the consumer.

In other words, the vector driving these observed behaviours is consumers trying to improve their own metrics - not marketers with svengali-like powers to change…

Reinventing marketing metrics

Posted: 30th March, 2011 | 0 comments

I'm just back from speaking at the World Advertising Research Centre's annual conference on Measuring Advertising Performance.

My main message was that most advertising and marketing metrics don't actually measure what we think they are measuring. The mental model behind these metrics tells us we are measuring how effective the marketer is in changing the consumer's behaviour.  In fact, very often, what's actually being measured is how useful the marketing initative is to the consumer.

In other words, the vector driving these observed behaviours is consumers trying to improve their own metrics - not marketers with svengali-like powers to change…

Tracking the control shift

Posted: 29th March, 2011 | 2 comments

We're about to start our longest ever project - one that we think will take us to 2020 and maybe beyond. And we need your help.

We're setting out on a simple task: to track the change in control from provider to buyer. Much has already happened but much more is still to come. We want to be able to provide evidence of that change. We're already looking at what companies are doing and how their behaviours and practices are changing.

Now it is time for the consumer or buyer to have their say. We're going to be running a…

40 Ways to Engage with your Customers

People use the words ‘Customer Engagement’ to mean all sorts of things, so we talked to a wide range of businesses to see what's actually happening.

Something more profound than just channel change is happening. New, digital, ways of engaging with customers are:

bypassing traditional gatekeepers to customers such as retailers and media owners,
creating new, direct connections with customers for brands previously without a direct customer relationship,
opening up opportunities to add new forms of value for customers,
creating simultaneous opportunities for organisations to elicit valuable information from…

Next Gen CRM

Posted: 17th March, 2011 | 0 comments

More than 50% of marketers think that opt-in customers are now less willing than they were in the past, to allow them to use the data they have provides, says new research from Ctrl-Shift.

"Next Gen CRM" is a new report that examines the current landscape of customer relationship management (CRM) activity to identify where investment in customer information is taking place and what lessons can be learnt by those responsible for managing customer relationships. Based on 50 interviews with current practitioners, it seems that the decade long drive for CRM and data shows no signs of abating. Worryingly,…

We've been researching the market for personal data stores as a key component of the changing market. But we realised in January that we were partly looking for the wrong thing. Staring us right in the face was the emergence of a "new" consumer service - personal information management services, PIMS. Examples of PIMS being launched just this month are Lloyds' Money Manager and a similar idea being announced by Confused.com.

Our report shows the power of PIMS to shift the balance of control, trust and value towards consumers and away from producers, vendors and service providers is inexorable –…

Customer centricity

Posted: 7th January, 2011 | 0 comments

I’ve had some interesting discussions recently about customer centricity. Some thoughts spring to mind.

First, ‘customer centricity’ has become an Alice in Wonderland word which different people use to mean whatever they want it to mean. Depending on who you talk to for example, customer centricity can revolve around:
- Structural change: organising reporting lines, product lines, business units or sales structures around customer segments
- Culture change: becoming less inward looking and more ‘customer focused’, ‘putting the customer first’, ‘going the extra mile’
- Another word for CRM: building marketing, service etc around customer data held…

A conversation about Twitter with Dell

Posted: 19th October, 2010 | 0 comments

As part of our research into The Recipe for Successful Customer Engagement we talked to Dell about the apparent success of Dell Outlet on Twitter.

If you don't know the background then Dell's outlet store was set up by the company to provide a route to sell PCs that were cancelled orders, customer returns etc. Dell sells direct, of course, and makes the claim that all PCs are built to order. As such managing a system for selling returned goods probably isn't as routine as for a true-blood retailer. What drew our attention to it…

Tweet from Lotus founder and investor Mitch Kapor

It's insight like this that precedes the shift of control to the individual. If he's right (we think he is, and he usually is) then it can't stay surreptitious for ever. When people wise up about it, either they'll decide they're happy about it and it can carry on. Or that they're not, and it will have to change or stop.

The buyer-centric revolution

Posted: 25th August, 2010 | 4 comments

Sometimes something is so obvious you don’t need to give it a second thought. It’s obvious for example that the sun orbits the earth and it’s obvious that the marketing is something that’s done by marketers who are employed by organisations to achieve the goals the organisation sets them.

Obvious perhaps, but sometimes the obvious hides a deeper not-so-obvious truth. To glimpse this deeper truth we first need to see how our initial assumption colours everything – everything – marketers do. If ‘marketing’ is done by marketers working for organisations then:
 
--- the purpose of marketing: to…

The buyer-centric revolution

Posted: 25th August, 2010 | 4 comments

Sometimes something is so obvious you don’t need to give it a second thought. It’s obvious for example that the sun orbits the earth and it’s obvious that the marketing is something that’s done by marketers who are employed by organisations to achieve the goals the organisation sets them.

Obvious perhaps, but sometimes the obvious hides a deeper not-so-obvious truth. To glimpse this deeper truth we first need to see how our initial assumption colours everything – everything – marketers do. If ‘marketing’ is done by marketers working for organisations then:
 
--- the purpose of marketing: to…

Mapping the control shift

Posted: 10th March, 2010 | 0 comments

I’ve just written an article for Marketing magazine on the theme of ‘Brands as information services’. It looks at what successful brand strategies might look like over the coming years.

‘Brands as information services’ is one of the six constituent drivers of what we call  ‘the control shift’ – a sort of Copernican revolution where the individual (or customer, or citizen), rather than the brand or organisation, becomes the centre of commercial gravity. It might be worthwhile taking a quick top level tour of these six shifts.

1. Personal Information Management

As the costs of processing information fall (down…

Mapping the control shift

Posted: 10th March, 2010 | 0 comments

I’ve just written an article for Marketing magazine on the theme of ‘Brands as information services’. It looks at what successful brand strategies might look like over the coming years.

‘Brands as information services’ is one of the six constituent drivers of what we call  ‘the control shift’ – a sort of Copernican revolution where the individual (or customer, or citizen), rather than the brand or organisation, becomes the centre of commercial gravity. It might be worthwhile taking a quick top level tour of these six shifts.

1. Personal Information Management

As the costs of processing information fall (down…

Marketing's missing metric

Posted: 13th October, 2009 | 0 comments

There's something very odd about the metrics most companies use to evaluate their marketing. If you look at them you can find oodles of data about how much various activities cost, and countless different attempts to measure what benefits these activities have delivered the company - including 'soft' measures like 'brand awareness' as well as 'hard' measures like sales increases.

At first sight, it all makes perfect sense. But then, look again, and you'll see that a whole dimension of metrics is missing from this agenda. What costs do these activities create for customers? What benefits do they deliver the…

Marketing's missing metric

Posted: 13th October, 2009 | 0 comments

There's something very odd about the metrics most companies use to evaluate their marketing. If you look at them you can find oodles of data about how much various activities cost, and countless different attempts to measure what benefits these activities have delivered the company - including 'soft' measures like 'brand awareness' as well as 'hard' measures like sales increases.

At first sight, it all makes perfect sense. But then, look again, and you'll see that a whole dimension of metrics is missing from this agenda. What costs do these activities create for customers? What benefits do they deliver the…

Marketing's metrics impasse

Posted: 3rd March, 2009 | 0 comments

For marketers facing tightly constrained budgets, demonstrating marketing ‘accountability’ and proving ROI has never been more important. Yet, despite years of debate and research into this issue, we seem to have made little progress. I think there are three reasons for this. They are all connected.

First, if an equation takes the form of  "a + b = …." and we don’t know what sits on the other side, we can never solve it, in principle. Most marketing metric take this form. Companies measure how much their marketing costs them. And they measure what benefits this marketing delivers back to…