Suffering from double vision

This year’s Marketing Week Insight Show was amazing – and terrifying. Between “research” data and “customer” data, vast amounts of knowledge is accumulated and we all know real insight comes from combing primary research alongside customer data to create an alliance of facts, stronger than each individual segment alone.

And yet it was clear at the show that the groups of people responsible for each research area frequently don’t talk to each other, let alone collaborate.

Surely it is damaging for a business to look at a marketing strategy through two completely different lenses? Telecoms and financial services clients need to be bringing research and customer value analytics closer together due to the sheer volumes of data being analysed. Or at least have known management processes and tools that allow the disciplines to work together more effectively.

James Walker, Chief strategy and corporate, development officer, Nunwood

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