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INSIGHT
Customer insight is a rising force in organisations, but implementation remains tricky and the subject misunderstood, according to an industry debate on the topic.
Speaking at the event organised by recruitment consultancy EQ Consulting, Shaun Pitman, head of data at British Gas Business, argued clients had to understand the need to create consumer communications using transactional data and propensity model data. "If you fuse those together, that is the Holy Grail," he said.
Tim Spooner, head of data planning at agency Red Cell Response, said data integration and analysis remained central to the success of...