Blog: John Strabley
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Using Customer Insights to Drive Customer Value
7/29/11Continue ReadingIn our latest Customer Engagement video on customer value, John Strabley - Quaero's Director of Professional Services Consulting - discusses how you can obtain customer insight and in turn drive additional customer value and increased revenue.
What is customer value? We can derive customer value by looking at several factors: historical value that the customer represents, expected value over time (what we can expect from this customer going forward) and the unrecognized value (difference between expected and total potential value). We can see what percent of spend we are capturing vs. potential share of wallet and look at which sources drive high value customers.
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Avoiding Analysis Paralysis
5/10/10Continue ReadingIn a previous post I discussed the need to purge customer data stores with customer data we are not using. Even after this de-cluttering exercise you may still find yourself overwhelmed by the amount of data that you have at your disposal. As a result you may find yourself in an ongoing cycle of analyzing and reporting out on the same data in an attempt to derive new insights, but to no avail. Rather than taking an open-ended approach hoping to find the proverbial needle in a haystack, I suggest you borrow a page from science and take a more hypothesis driven approach.
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Data, Data, Everywhere Nor Any Drop of Insight
4/23/10Continue ReadingOK, so it’s not quite as catchy as the line from Coleridge’s Rime of the Ancient Mariner but it describes a problem many of us marketers are facing these days. With the proliferation of interactive technology and a significant decrease in the costs of storage, many marketers have become customer data hoarders. As such, many of us are having a hard time finding that favorite “customer insight sweater” in a closet overflowing with customer data. I suggest we all embark on some spring cleaning of our customer data to make sure we are deriving as much value from it as we should be.
