What is Data Mining?
As I sit here on this grey April
Day, I've been pondering the meaning of life.....ok, not the
meaning of life, but the meaning of data mining!
At next month's Toronto Data Mining Users Forum, I will be
facilitating a roundtable on what constitutes data mining and
what impact the definition has on education and hiring.
What do you think a data miner
is? Does it bug you when someone claims to do
data mining and really means that they create Excel
reports? Are you a machine-learning
purist? Join the dialog on my blog.
And come hear from the experts on May 9
at the Toronto Data Mining Forum Register here.
| |
| Dear Susan,
Thanks for taking the time to open the April Issue
of Emma's Picks. Judging by the buzz
around our office these days, marketing (and the use of
data to improve it) is a hot topic and you are probably
busy!
However, marketing as we know it is rapidly
changing; it hasn't been a one-way "push" for a while
but I would argue that today even the action-reaction
direct marketing exchange is changing.
Marketing is more of a dialogue, a process of continuous
interactions where customer experience and input plays a
vital role. Enhanced customer insight can assist
you in embracing this new world. It's
not going always going to be easy but we're here to
help!
We hope you find this issue of Emma's Picks
interesting and would love to hear from
you. | |
| The Softer Side of Marketing
Analytics
by Jeff
Zabin
The In their seminal new book, "Competing on
Analytics," authors Tom
Davenport and Jeanne Harris devote an entire chapter to
the important role that organizational culture plays in
transforming a company into one that embraces analytics
as a competitive advantage. "When most people visualize
business analytics, they think of computers, software,
and printouts or screens full of numbers," they write.
"What they should be envisioning, however, are their
fellow human
beings." |
|
The Insulation Effect by Rick Ferguson
A tale of two data approaches....the loyalty
marketing folks at Colloquy bring us an example of why
having customer data makes building customer loyalty so
much easier.
Using the example of Jet Blue's customer experience
nightmare during a huge winter storm (customer's kept on
planes for up to 11 hours and other serious flight
delays), they illustrate why
data is the foundation
of loyalty.
OPEN ACCESS TO EMMAS PICKS READERS FOR ONE
MONTH |
Socializing the
Database
by Michele
Fitzpatrick
Does your marekting database contain information
that could change the way your company does
business? It is time to open the kimono and share
customer knowledge beyond the marketing
department. According to this article, your
database is your organization's "Center of Customer
Truth." | |
|
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. | | |
