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Home / Content &
resources  /  Vol 16. No. 2 (Jan 2015)  /  Editorials and opinions  /  Opinion piece: Holistic customer insight as an engine of growth

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Opinion piece: Holistic customer insight as an engine of growth

Paul Laughlin, Journal of Direct, Data and Digital Marketing Practice Vol. 16, No. 2 ()
Customer insight is a widely used term — but also a misused one. This article considers the core components, both defining and technical, for a customer insight function that will lead to genuine business performance improvements. (5 pages)
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Very interesting course, giving me some good insight into the theory of data analysis and how it can be applied with some good case studies

Grant Baillie,
 Multi-channel CRM Manager, Argos

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