Archive
Everything published under this topic.
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Hiring your first commercial digital leader
What the role actually needs, and what it does not.
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Insource or agency, and how to actually decide
A question usually settled by cost comparison, which is the least useful way to settle it.
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The customer journey gap nobody measures
The distance between what a business believes is happening and what customers actually experience.
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Win back is cheaper than acquisition, and almost nobody runs it
The customers who already know you are the most under worked group in most businesses.
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What a behavioural data foundation is really for
Not reporting. The point is being able to act on the same customer in every channel.
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Pricing is the fastest lever you are not pulling
Most commercial teams will spend six months on acquisition before spending a week on price.
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Turning customer service into a commercial function
Support is treated as a cost line. It is the only team that speaks to customers every day.
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Multi market e-commerce, and the four things that break
Operating across borders fails in the same four places, almost regardless of the markets.
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Apps as a sales channel, not a brand exercise
Most apps are commissioned as a presence. The ones that work are commissioned as a channel.
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Personalisation without a data foundation is theatre
The name in the subject line is not personalisation. It is a mail merge with ambition.