News & insights
Notes from the work. What actually moves a commercial digital business, and what only sounds like it does.
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Your subscription churn is a CRM problem
Read the insight: Your subscription churn is a CRM problemRetention rarely breaks at the cancellation screen. It breaks weeks earlier, in data nobody trusts.
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What to hand an interim leader on day one
Read the insight: What to hand an interim leader on day oneAn interim has weeks, not quarters. What you hand over decides how much of that goes into the work.
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Loyalty programmes that are really just discounts
Read the insight: Loyalty programmes that are really just discountsA test you can apply to your own programme in about ten minutes.
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Replatforming is a commercial decision, not a technical one
Read the insight: Replatforming is a commercial decision, not a technical oneWhy platform choices should be argued in operating cost and lost optionality rather than features.
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Trading rhythm beats strategy documents
Read the insight: Trading rhythm beats strategy documentsWhy a tight weekly commercial loop outperforms a well written quarterly plan.
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Digital transformation fails on subtraction
Read the insight: Digital transformation fails on subtractionThe part of the programme nobody writes down, and the reason adoption gets blamed.
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Attribution will never be solved, and that is fine
Read the insight: Attribution will never be solved, and that is fineMaking good spending decisions with numbers you know are imperfect.
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Hiring your first commercial digital leader
Read the insight: Hiring your first commercial digital leaderWhat the role actually needs, and the mistake almost everyone makes first.
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Insource or agency, and how to actually decide
Read the insight: Insource or agency, and how to actually decideA 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
Read the insight: The customer journey gap nobody measuresThe 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
Read the insight: Win back is cheaper than acquisition, and almost nobody runs itThe 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
Read the insight: What a behavioural data foundation is really forNot 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
Read the insight: Pricing is the fastest lever you are not pullingMost commercial teams will spend six months on acquisition before spending a week on price.