Website: http://www.experian.co.uk/
Profile: Debbie Oates is a principal consultant with Experian Marketing Services and specialises in managing and implementing customer insight, targeting and planning led projects to deliver increased effectiveness of client acquisition and customer management programmes.
Make sure your segmentation is actionable.
Having worked in the customer insight world for much longer than I care to remember I am still amazed by a recurring and underlying issue when it comes to planning market segmentation projects.
Stick to core data strategy principles regardless of the size of your data
Developing a data strategy is nothing new – many organisations have been focussed on the topic for years. However history shows many organisations struggle to get the right level of engagement, leaving such initiatives stalling, with business functions still questioning the accuracy of data underpinning day-to-day decisions.
