Items tagged "marketing"

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

Some interesting sessions at the DataIQ conference this week. My talk was on the theme ‘Where Personal Data Meets Big Data’. One meeting point takes the form of a clash: the requirements of Big Data and of personal data protection are at loggerheads. Big Data is all about collecting as much data as you can, keeping it as long as possible (to identify trends), and using the data for as many purposes as possible (because it’s all about discovering new patterns, correlations and insights).

Data protection rules on the other hand require informed consent for the collection and use…

Is more data always better?

Posted: 30th March, 2012 | 4 comments

One of the pushbacks we get when talking to marketers about VPI (Volunteered Personal Information) goes like this: “Oh no! You are talking about yet another source of data. I’m already awash with data! In fact I’ve got so much data that I don’t know what to do with it! Now you are asking me to take on even more!”

In fact, what we are suggesting is something far more radical – and simple. Marketers find themselves awash with lots of useless data because they haven’t got the few special bits of data they really need.

To communicate effectively with…

The penny begins to drop

Posted: 30th September, 2011 | 0 comments

It's lonely sometimes when something seems blindingly obvious to you but other people just don't seem to get what you are talking about. Over the last ten years, I've felt like that quite often when talking about personal data empowerment.

Now there's a little straw in the wind that others, such as Forrester, are beginning to get it.

They've just produced a new report which says that consumers' growing digital footprint and growing concerns about data security plus awareness that marketers are using this data for financial gain means that they "increasingly want to know when data about them…

Exciting times - a new tipping point

Posted: 23rd September, 2011 | 0 comments

Many of you familiar with our work will have heard us use the phrase "tipping point"; and one of these may well have emerged with Facebook Gestures - as one commentator put it Prepare for the Oversharing Explosion. Well, we think we've reached a smaller one, albeit still significant, in our business - it is time to expand! It's exciting and you may be able to help us.

First up, we're after two business development professionals. And no, we're not using BDM as a euphemism for sales. We need two people who can listen carefully to our clients'…

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…

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…

Two sides of the control shift

Posted: 6th April, 2011 | 0 comments

There are two sides to the control shift.

1) The first is organisations realising that the quest for control over customers is futile and counterproductive.

2) The second is actual shifts in control, due to (for example) changes in the way information is collected, managed and used.

This blog explores how the quest for control came about, and why it causes so many problems.

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…

Marketing's future

Posted: 25th March, 2011 | 0 comments

Interesting little debate between myself (Alan Mitchell) and marketing profs Mark Ritson and Tim Ambler within the pages of the marketing press.

They've taken offence that I've said we need to reinvent marketing. At the heart of it lies what I see as a contradiction at the heart of the marketing project.

On the one hand, marketers say marketing is about identifying and meeting customer needs.

Then, in the same breath they say marketing is about changing customer attitudes and behaviours and influencing their decisions.

Within the current set-up this is an impasse because marketers probably want 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…

Global opt outs don't work

Posted: 24th June, 2010 | 0 comments

It's our job here at Ctrl-Shift HQ to track what marketing and customer service departments are up to but sometimes that does cross over into our personal lives. So this brief post (well rant) is a result of stuff I've been sent at home that really does highlight the major challenges that industry faces in getting "opt-in" sorted - or they will be faced with a major trust problem.

First up, a leading telecoms supplier sent me an offer for a broadband and call offer. Apart from the fact that the small print was in light grey (and close to…

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…

The New Alchemy

Posted: 18th December, 2008 | 0 comments

The alchemists believed (or pretended to believe) they could turn lead into gold. In pursuit of this quest, they poured stupendous amounts of time, money and energy down the drain.
Modern marketing promises to turn customers into corporate gold – a source of superior, long term, secure revenue streams for the organisation. It is the modern alchemy.

Like alchemy before it, a surprising number of intelligent people accept its claims as both possible and desirable. They genuinely believe it’s the job of marketing (and other organisational activities) to changing customer attitudes and behaviours … so that customers end up…