Our Blog Posts

We hope you enjoy our blog posts - they demonstrate the way we think and work.

History of CRM

If you’ve ever tried to track the history of CRM it’s not exactly a clear path – the vast number of definitions of the term is the issue because while we know the acronym stands for “Customer Relationship Management”, what that actually means has morphed over time. For example, Salesforce suggest that if you want to define CRM as a transaction between a seller and a buyer then you can go back 20,000 years to the first recorded example of a trade. Apparently volcanic glass that was great for making knives was traded between islands that had this valuable natural...

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Learn More about CRM with our Online Course: Winning with Data

Do you: Need to upskill your team to be better prepared for our data-focussed world?Want to increase your chances of having a job for life? Want to improve your skills to secure that longed-for promotion?Need to ensure your CV stands out amongst everyone else’s applying to work in sports? If you answered yes to just one of these questions, you’ll be pleased to know I’ve got the solution for you right here as we’ve just launched our online course Winning with Data. What will you Learn? Great question! In this course, which mirrors the approach we took in our best-selling...

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What is Data Visualisation?

I’m often asked how I define data visualisation so here’s my description – see what you think:  It’s the visual presentation of data, using graphs, charts, or other formats. What are the Benefits of Data Visualisation? That’s really easy, to sum up – data visualisation enables: Communication of information clearly and efficientlyEasier and quicker analysis and assessment of situationsThe identification of patterns or trendsComplex and copious datasets become more accessible. Data visualisation nowadays The first example we have of statistical data visualisation is a 1644 diagram by cartographer Michael Van Langren’s showing estimates of the difference in longitude between the...

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How can Data-Driven Marketing Change the Way you Communicate?

In this short post we’ll look at why you need to use data change the way you communicate, how you use data and technology to achieve this, and three steps you need to take.  When we refer to data-driven marketing we mean using data to “get the right message to the right person at the right time” or as Don Peppers, the globally recognised authority on marketing and business competition, succinctly stated “treating different customers differently”. This means securing, maintaining, analysing, and using your customer data, then actively segmenting it to enable better targeting and engagement with your customers.  This need to ensure our marketing is customer-centric has...

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What does a Single Customer View mean?

I don’t mind admitting that when I first entered the world of data at the end of 2011, I didn’t quite understand the difference between a data warehouse and a single customer view (“SCV”), often using the references interchangeably. Fast forward nine years and not only do I know the difference between these two, I can also talk about data lakes, client data platforms (CDPs) and data management platforms (DMPs) – but let’s face it, if I couldn’t do that, you’d be wondering how I’ve been spending my last nine years, right? So what I’ve attempted to do below is...

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Changing the Sponsorship Dialogue – Winners’ Framework to Help you Sell More Sponsorships for More Money

There’s been a lot more discussion going on about sponsorship than normal – no doubt driven by our post-lockdown concerns about how the sports industry will be impacted, and along with that, how it will affect sponsorship. First there was TwoCircles’ widely quoted piece on Sponsorship’s Digital Revolution, and more recently sponsorship stalwart Giles Morgan talking on behalf of Pumpjack Dataworks in SportsPro’s piece Sponsorship still “massively valuable” with right data, says Giles Morgan. Both pieces – and many more that have been published in between – have led me to put pen to paper and introduce you to our...

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Legacy Planning ACV (“After Coronavirus)

To quote the great Mark Ritson (and when I say “great”, I mean my absolute favourite columnist who doesn’t hesitate to say it exactly as it is) “we should not shy away from talking about customers and business in the age of coronavirus.” That’s the theme of this post – that while I love reading about all these creative ideas rights owners have come up with to beat the COVID-19 blues, from Leyton Orient’s Quaran-Team to the Utah Jazz Player Podcasts, I’m looking at these executions and wondering  why they’ve been put together with a short term view: where’s the...

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Use your Database to Improve your Digital Advertising ROI

It’s really easy when you’re busy at work, to forget about how you can improve the outcome of your task if you had access to something that’s sitting on someone else’s desk. We often work in silos, with our heads down, and do the things we’ve always done in the way we’ve always done them. This is a common and natural outcome specifically for businesses that were created BD as opposed to AD (that’s before data and after data. Some people might think it should be before digital and after digital, but for me, you don’t do digital without data.)...

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YES you can use an opt-out instead of an opt-in!

Those of you who know me, will also know that I’ve been on a bit of a crusade to dispel the many GDPR myths that are out there (you should email your database to ask them to opt-in, you have to ask for a third party opt-in to send your sponsor messages, you must get profiling consent to email in segments….the list goes on…..). But the reason for my soap box moment right now is not to contradict a message but to deliver one. As loudly as I possibly can. For some reason – and I don’t know what it...

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How to measure the success within email marketing

In any business, or indeed area of business, it is always important to strive to improve. Email marketing is no different; but how do you begin to measure the success of your email campaigns and what key metrics should you look at? Whilst this may depend on the purpose of your email; engagement, revenue, awareness or one of many others, there are some key metrics you should always look at. Most email marketing platforms allow you to monitor, track, and analyse your campaign results. We believe some of the most important metrics include; open rate, click through rate, click to...

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