About Debbie Oates

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.



Posts by Debbie Oates

Customer Lifetime Value part 2 — seven steps from concept to reality

Posted on Mar 21 2014 by

Seven factors to consider when building a customer lifetime value model.

Customer Lifetime Value part 1: quality and quantity

Posted on Mar 17 2014 by

How do you identify and engage the customers who are more likely to be loyal, first time and every time, for a long and mutually beneficial relationship? Lifetime Value modelling is one way to do this and offers great opportunities in the cross-channel world.

Planning successful customer acquisition strategies

Posted on Mar 03 2014 by

At the planning stage it is important to assess these and understand how campaigns can be developed and refined over time. So what needs to be considered for a successful customer acquisition campaign?

Putting it all together — the benefits of better customer understanding

Posted on Oct 17 2013 by

In my last two blogs, I’ve looked at how one size really doesn’t fit all and the power of customer profiling and segmentation. But as marketers, we all know that theory is one thing and practice quite another. So I thought that this blog should look at a couple of examples of not only at what can be achieved, but what has actually been achieved, in terms of richer customer insight.

Vive la difference! Profile and segment to discover the who, what, where and when of marketing

Posted on Sep 06 2013 by

In my last post, I looked at bringing meaning to mass marketing. In this one I’ll be looking at how we do it. So let me start with personal experience…

Faces in the crowd — meaningful mass marketing

Posted on Aug 30 2013 by

I love shopping for new clothes, but I hate seeing the words ‘one size fits all’ appended to anything I’m about to buy. It calls to mind something baggy, shapeless and not really suited to the task. To me, ‘one size fits’ all actually means ‘a size that suits everyone equally as badly’. What’s true for my wardrobe is just as true in marketing.

Take outs from our ‘Make the most of Mosaic’ events

Posted on Aug 22 2013 by

Listening to customers is the key to success and Experian is no exception to that rule! We recently ran some client forums covering planned developments and improvements to Mosaic (our demographic customer classification product), our new Mosaic Digital Insights data (online behaviours by type) and how to get the most from Mosaic. We had some really positive feedback from clients who attended these events, so I thought I would share some of the key take outs about how to make the most of Mosaic data.

Is there a fundamental issue with market segmentations?

Posted on Nov 29 2012 by

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.

6 Essential steps to define your big data strategy

Posted on Nov 15 2012 by

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.