From what I can see, CRM can never deliver its hoped-for benefits because of a series of intrinsic, structural flaws in the ways it gathers and uses personal data. In the new digital environment, I suspect marketers are going to have to recalibrate and redirect their customer data strategies - progressively...
If you had to answer the question ‘where is the natural home for knowledge about the customer?’ what would you answer? OK. This is a bit simplistic but it’s also fundamental. The natural home for knowledge about supply is the supplier, and the natural home for knowledge about customers is … the customer...
There’s another interesting thing about the book buying data example I talked about in my last blog : by definition, the information you need to get insight into your customer’s overall book buying activities can never be generated via the transactions between your customer and your particular company...
In my last two posts I talked about two different sources of volunteered personal information: ‘ my head ’ (e.g. my future purchasing plans, my attitudes or beliefs) and ‘the things I do’, which are now increasingly captured via my digital slug trail . The slug trail is important because it creates a...
