Gain Deeper Insights: Using analytics and research to generate insights

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An introduction to Customer Insight, explaining what it is & how to pull multiple technical skills together to generate customer insights which provoke action. Paul Laughlin shares learning from over a decade of creating and leading customer insight teams to make £10m difference p.a. to bottom lines.

Marketing

Gain deeper
insights
Using analytics
and research to
generate insights
Paul Laughlin, Managing Director, Laughlin Consultancy
© Laughlin Consultancy Ltd, not to be used without permission.

Who am I to advise you? Experience in the
field
© Laughlin Consultancy Ltd, not to be used without permission.

What is customer insight?
❖ Data
❖ Analytics
❖ Research
❖ Database Marketing
“A non-obvious understanding
about your customers, which
if acted upon, has the
potential to change their
behaviour for mutual benefit”
© Laughlin Consultancy Ltd, not to be used without permission.

Growing authority of insight
❖ Customer Insight Directors or
Chief Knowledge Officers
now exist across blue chip
companies in many sectors
(UK and USA)
❖ Competition?
❖ Regulation?
❖ Fad?
© Laughlin Consultancy Ltd, not to be used without permission.

Dimensions of value-add
© Laughlin Consultancy Ltd, not to be used without permission.
Customer Strategy
Insight
Value
Creator
Voice of the
Customer
Targeted Customer
Interactions
Evidence for
Regulator
Product/Channel
Neutrality

Maximising each element
Customer
Data
Customer
Analysis
Customer
Research
Database
Marketing
© Laughlin Consultancy Ltd, not to be used without permission.

Customer insight ecosystem
Customer
Data
Customer
Research
Customer
Analysis
Database
Marketing
Feel
Experiences
Test
Hypotheses
Converge
Evidence
Consider in market &
competitor context
Structured questioning
to generate Insights
Visual communication o
f compelling stories
© Laughlin Consultancy Ltd, not to be used without permission.

Hybrids wear many hats
❖ Data Scientist
❖ Psychologist
❖ Artist/Storyteller
❖ Sales Coach
❖ Economist/Statistician
❖ People Leader
© Laughlin Consultancy Ltd, not to be used without permission.

It’s all about taking action
❖ Need
❖ Actionability
❖ Output
❖ Progress
❖ Complete
© Laughlin Consultancy Ltd, not to be used without permission.

Influencing at the Top Table
❖ What’s on their agenda?
❖ Customer updates
❖ Commercial updates
❖ Joint updates with
Marketing & Operations
© Laughlin Consultancy Ltd, not to be used without permission.

Sustaining the improvement
❖ Executive Coaching works
❖ Insight leaders should benefit
❖ It’s for winners not losers
❖ Take care choosing a coach
© Laughlin Consultancy Ltd, not to be used without permission.

Can I help you?
customerinsightleader.co
m
laughlinconsultancy.com
@LaughlinPaul
linkedin.com/in/paullaughlin
laughlin.consultancy@icloud.c
om
+44 (0)7446 958061
© Laughlin Consultancy Ltd, not to be used without permission.

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In a world where storytelling happens behind screens instead of around campfires, it’s easy for today’s marketers to lose touch with the powerful way stories can resonate with audiences. Whether you’re tasked with writing to your peers, your partners, your investors, or your customers, this presentation will empower you to more clearly imagine the context of your key readers and produce content that will echo their emotions, speak their language, and leave a lasting impression. Join content marketer, keynote speaker, and best-selling author Ryan Brock for a practical training session, where you’ll learn: • How to utilize market research and tools to gain valuable insight into your most important audiences’ immediate context. • How to use emotional language effectively to build a genuine connection with your audiences in the moment they need you the most. • How to communicate key value propositions from the perspective of your target audience and stick with them long after they’ve stopped reading.

Campfire Stories - Matching Content to Audience Context - Ryan Brock

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Gain Deeper Insights: Using analytics and research to generate insights

1. Gain deeper insights Using analytics and research to generate insights Paul Laughlin, Managing Director, Laughlin Consultancy © Laughlin Consultancy Ltd, not to be used without permission.

3. What is customer insight? ❖ Data ❖ Analytics ❖ Research ❖ Database Marketing “A non-obvious understanding about your customers, which if acted upon, has the potential to change their behaviour for mutual benefit” © Laughlin Consultancy Ltd, not to be used without permission.

4. Growing authority of insight ❖ Customer Insight Directors or Chief Knowledge Officers now exist across blue chip companies in many sectors (UK and USA) ❖ Competition? ❖ Regulation? ❖ Fad? © Laughlin Consultancy Ltd, not to be used without permission.

5. Dimensions of value-add © Laughlin Consultancy Ltd, not to be used without permission. Customer Strategy Insight Value Creator Voice of the Customer Targeted Customer Interactions Evidence for Regulator Product/Channel Neutrality

6. Maximising each element Customer Data Customer Analysis Customer Research Database Marketing © Laughlin Consultancy Ltd, not to be used without permission.

7. Customer insight ecosystem Customer Data Customer Research Customer Analysis Database Marketing Feel Experiences Test Hypotheses Converge Evidence Consider in market & competitor context Structured questioning to generate Insights Visual communication o f compelling stories © Laughlin Consultancy Ltd, not to be used without permission.

8. Hybrids wear many hats ❖ Data Scientist ❖ Psychologist ❖ Artist/Storyteller ❖ Sales Coach ❖ Economist/Statistician ❖ People Leader © Laughlin Consultancy Ltd, not to be used without permission.

9. It’s all about taking action ❖ Need ❖ Actionability ❖ Output ❖ Progress ❖ Complete © Laughlin Consultancy Ltd, not to be used without permission.

10. Influencing at the Top Table ❖ What’s on their agenda? ❖ Customer updates ❖ Commercial updates ❖ Joint updates with Marketing & Operations © Laughlin Consultancy Ltd, not to be used without permission.

11. Sustaining the improvement ❖ Executive Coaching works ❖ Insight leaders should benefit ❖ It’s for winners not losers ❖ Take care choosing a coach © Laughlin Consultancy Ltd, not to be used without permission.

12. Can I help you? customerinsightleader.co m laughlinconsultancy.com @LaughlinPaul linkedin.com/in/paullaughlin laughlin.consultancy@icloud.c om +44 (0)7446 958061 © Laughlin Consultancy Ltd, not to be used without permission.

Gain Deeper Insights: Using analytics and research to generate insights

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