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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.

The issue of showrooming – bridging the gap between offlin...

Posted on Mar 26 2015 by
'Bridging the gap between online and offline will be a key differentiator for retailers in the coming years' - Experian's Debbie Oates Many marketers that I meet mistakenly assume that the customer journey starts and finishes...

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Marketing predictions for Christmas 2014...

Posted on Oct 02 2014 by
Using our expertise, and access to sophisticated analytical tools, Experian Marketing Services has the following predictions for what to expect from retail marketing over Christmas 2014. These insights are taken from...

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Customer Lifetime Value part 2 — seven steps from concept ...

Posted on Mar 21 2014 by
In my last post, I looked at how Lifetime Value (LTV) is spreading through the marketing mix, both as a more effective way of engaging customers over the long term AND a driver for fundamental cultural change — placing these...

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Customer Lifetime Value part 1: quality and quantity...

Posted on Mar 17 2014 by
It’s a marketing truism that attracting a new customer is a complicated, expensive and time-consuming business. So the ideal scenario is to engage the customers who are more likely to be loyal, first time and every time, for a...

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Planning successful customer acquisition strategies...

Posted on Mar 03 2014 by
Having worked for many years with organisations across sectors looking to attract new customers profitably, I would say that there are still many lessons to be learnt. Successfully finding the right customers depends on many...

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Putting it all together — the benefits of better customer ...

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...

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Vive la difference! Profile and segment to discover the who,...

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. On the surface, most of my friends are just like me. Steve...

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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...

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Take outs from our ‘Make the most of Mosaic’ eve...

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...

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