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Segmentation Workshop
June 20
| |
| Dear Susan,
Thanks for opening the newest edition of
Emma's Picks....I hope you'll enjoy the articles.
I've tried to capture articles that reflect some of the
discussions I've been having with my clients
recently....topics that seem to come up again and
again.
I'd love to hear what you find most
interesting...... | |
The Net Promoter Debate
by Tim
Keiningham
Much has
been written about the one number you need to know -
based on a Harvard Business Review article and the work
by Frederich Reichheld. In this article, the
author challenges this veracity of the claims that the
the NPS is the be-all and
end-all. |
|
Personas and Customer Data
Integration
When Multiple Personalities are Not a
Disorder
by Donald
Farmer
The next evolution in customer data
management? If getting a 360 degree view of your
customers was too easy for you....try this one. In
this article, the author discusses an interesting
concept - what if the single customer doesn't really act
like one? Emma Warrillow the business traveller
may be very different than Emma Warrillow the family
traveller, for example. Here we look at
understanding the various personas a customer may
have and learning to deal with
them. |
| Making Marketing Accountable
By Emma
Warrillow
Marketing is the soft stuff, right? Great brands,
cool creative, funny ads - that's marketing, isn't it?
So, what is all this talk about measurement? And what
does it mean for the marketing professional?
This article looks at three things marketers must
consider- more robust planning, sharing results and
continuous improvement.
| |
|
At Emma Warrillow & Associates Inc, we pride
ourselves on partnering with our clients to help
them get more from their customer data.
Whether that is strategic consulting, team mentoring or
customer analysis, we'd love to hear from you!
Sincerely, |
Emma
Warrillow
Emma Warrillow &
Associates
Inc. | | |
