Sean Kelly puts customer intelligence in the spotlight as IDM’s third Guru
Released 09 March 2006: Data visionary, Sean Kelly is to be the third expert speaker in the IDM's popular Guru series. On 21 March, Kelly will present a masterclass on Customer Intelligence, revealing eight critical steps for the shift from traditional mass marketing to a differentiated approach and, ultimately, a one-to-one dialogue with customers.
Kelly, founder of Europe's leading data warehouse design consultancy group, the Data Warehouse Network, and author of the best-selling "Data Warehousing - The Route to Mass Customisation", will reveal why customer intelligence is critical to business survival. His full-day masterclass will demonstrate how to make the crucial transition by describing a detailed eight-point framework for the process:
- From product to customer
- From data to knowledge
- From many to one
- From fuzzy to focused
- From lapsed to real
- From surveillance to permission
- From monologue to dialog
- From selling to buying
IDM Programme Director, Joanna King says: "In today's business environment it's widely acknowledged that marketers who rely on traditional mass marketing methods simply won't be able to compete with differentiated marketing based on superior customer intelligence. Sean is not only an expert on the subject, but also a gifted speaker who never fails to both compel and inspire."
The IDM Guru series was launched in May 2005 as a result of direct feedback from IDM members. The first two Guru events, led by Drayton Bird and Don Peppers respectively, were sell-outs. Sean Kelly's Customer Intelligence Masterclass, sponsored by solutions provider, SAS, takes place on 21 March in central London.
Notes to Editors
For more information contact Juliet Hilditch at juliethilditch@theidm.com.
Note to editors
For more information contact Juliet Hilditch on 020 8614 0229 or email juliethilditch@theidm.com.
