The &more Story Part 2: Using Customer Analytics to Drive Strategy

In an open and expert discussion, Martin Squires, Head of Customer Intelligence and Analytics Unit at Marks & Spencer Money revealed how they migrated customers from the standard &more credit card to chip and pin. In doing so, they not only seized the opportunity to deepen and widen customer relationships, but to convert &more’s “secondary card” status to front of wallet.

Commencing with a brief overview of the corporate and brand objectives, his session focused on the real use of customer analytics, multi-dimensional segmentation and profiling models to drive complex campaigns.

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06 Feb 2006 Adobe Acrobat

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