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Clive Gosling is Head of Consulting with Experian's Marketing Services division and brings both the real world practicalities of day to day business and the in depth customer intelligence Experian can provide to a seamless business solution that is both achievable and profitable.

The three biggest marketing challenges facing Financial Serv...

Posted on Mar 10 2015 by
Clive Gosling believes the marketing challenges facing Financial Services companies are different from those facing other marketers Banks, building societies and insurance companies face unique marketing challenges -...

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Using segmentation to drive online acquisition...

Posted on Mar 01 2013 by
If you have attended any of the numerous digital conferences and exhibitions this year you will have noticed that attribution is the hot topic, as was the case with web analytics, SEO and PPC in previous years. But one area that...

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Young and not so reckless; how to engage digital natives ove...

Posted on Jan 18 2013 by
There is a well trodden customer strategy within many businesses: get them on board early and keep for them for life. Simple really, except that the two fundamental strands are now harder than ever. The younger generation today...

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Slow and steady does not win the race...

Posted on Jan 07 2013 by
Over the past few years there have been many changes in the workplace. Some of the obvious ones have been a reduction in headcount and fewer people having to do the same amount of work. One that has also crept in is the need to...

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Putting C.U.S.T.O.M.E.R at the heart of marketing...

Posted on Dec 17 2012 by
Many organisations strive to be customer-centric, putting their customers at the heart of their business. Indeed recent research from Experian highlights that 43% of consumers will buy more from a brand that understands them and...

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Showdown! Online Marketing versus Direct Mail...

Posted on Nov 30 2012 by
The cost savings of online marketing over direct mail may not be as big as you think. Acquisition budgets have been migrating online for a number of years now. Double digit year on year growth, relatively cheap media and real...

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Should you stay loyal to loyalty?...

Posted on Nov 16 2012 by
Loyalty schemes aren’t right for every retailer, but the rich customer insight they can provide is. In theory loyalty cards provide retailers with an incredibly rich source of consumer data, allowing them to promote customer...

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5 recommendations for using segmentation online...

Posted on Nov 16 2012 by
This article will discuss how brands can leverage existing segmentation as part of their online acquisition strategies providing 5 key recommendations for putting segmentation at the heart of online acquisition. First though...

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Segmentation – is value the missing piece?...

Posted on Nov 16 2012 by
2012 is now well underway, and many businesses are now getting to the sharp end of some serious planning ready for the new financial year to come. One fundamental change I saw in client activity during 2011 stood out in...

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