Customer Intelligence – from Data to Dialogue
By Sean Kelly
Published by John Wiley & Sons - January 2006
The paradox of the early years of the new century is that businesses have never before employed more sophisticated technology to refine the practice of marketing and the consumer has never before been deluged with more junk messages from so many sources. But all that is about to change.
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As the transition from mass marketing gains momentum, the key to employing the new techniques of differentiated marketing is to have superior intelligence concerning customers. Customer Intelligence – from data to dialog outlines clearly how and why the world of marketing is going to change. It provides an eloquent, urbane and balanced perspective that is rooted in a deep understanding of how the marketing process actually works. It combines a thorough knowledge of how information is utilised to create customer profiles with a clear sighted understanding of how these profiles may be employed in campaigns. The reader is exposed to the potential of customer information and the reluctance of many businesses to seize the opportunity. It explains why the sterile data gathering techniques based on customer surveillance must be abandoned in favour of dialogue marketing. The reader will be challenged to consider the practical implications of the collapse of time in the wired universe and how real time segmentation will work in practice. But most of all, the reader is challenged to leave the past behind and to finally embrace marketing as a mathematically precise science. In this landmark book the past is dissected and the future is proclaimed. It is essential reading. |
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WHAT THEY SAID ABOUT THIS BOOK ...... |
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‘There are two good reasons why
this book deserves to be widely read. Firstly, Seán writes
brilliant English. It is clear, powerful and focused. He expresses
his thoughts lucidly and eloquently. Secondly, the topic of
information is generally perceived as boring, largely because people
in IS/IT are seen as egocentric, narrowly job-focused, grey and
obscure. Never before in my lifetime as a so-called marketing‘Guru’
have I found the subject of information so compelling,urbane,
relevant and exciting. Seán Kelly, whom I did not know when I
first encountered this manuscript, is clearly a genius. His style of
writing is riveting; his insights are captivating. He is destined to
be one of those authors who change the world.’
- Professor Malcolm McDonald, Cranfield University School of Management *** ‘Sean’s Customer Intelligence: From Data to Dialogue book is a concise look at what really matters when a business is serious about driving business value from its most important asset-customer information.’ - John McKean, author of Information Masters and Customers are People, www.informationmasters.com. *** ‘This is an engagingly readable, provocative, and insightful strengthening of understanding of the encouraging relational shift in marketing. It challenges and clarifies misunderstandings of technology’s role in buyer-seller interaction. A valuable extension for Relationship Marketing students and anyone intrigued by the apparent power of ICT in business.’ - Dr Richard J. Varey, Professor of Marketing, The Waikato Management School, New Zealand. *** ‘Customer Intelligence by Sean Kelly is that rare example of a business book that challenges the reader to engage in the debate about the future of marketing in the 21st century. He takes the reader on a fascinating journey from the current impasse between the “build it low cost and they will come” corporate marketers who cling stubbornly to the mass advertising mantra of the past and the pioneering purveyors of customer information strategy who are “betting the business” on the strategy of customer knowledge is power. Global consumers increasingly seek individuality, speed, are more likely to leave you and less likely to listen. Sean has based his analysis on a deep and thoughtful consideration of the challenges facing suppliers in a “buyer-centric” world.‘He identifies how the technical ability of suppliers to reach out to customers is outpacing their marketing insight to do so intelligently. With consumers now migrating from passive consumption to participatory consumption this book challenges the reader to identify the mix of service and flexibility that will characterise the new practice of marketing. I strongly recommend this insightful and readable book to anyone involved in the understanding of customer interactions. To quote the Nobel Prize-winning economist Herbert Simon: “A wealth of information creates a poverty of attention.”’ - Peter G. Wray, Chairman, ‘Loyalty Matters’ and CM4P. *** ‘Kelly’s early 1990s work, Data Warehousing: The Route to Mass Customization, influenced many IT executive’s thinking towards business intelligence. The prose of this new book may suggest a wider societal shift, but it should for some prove equally inspiring.’ - Information Age *** ‘Explicator and populariser of difficult concepts in data warehousing, Business Intelligence, data mining and segmentation. The Simon Schama of the data-driven enterprise.’ - Information Alchemy www.information-alchemy.co.uk *** ‘As a comprehensive guide to squeezing as much potential as possible from the information you have, and for ways of improving the quality of that information in the future, this book is indispensable.’
- The Chartered Institute of
Marketing *** 'The sheer density of ideas, and the frequency with which targets are hit, makes this an exhilarating read. You know you are reading a book destined to be read and re-read when you give up underlining individual phrases and sentences that are quotable, and start marking a line down the side of whole paragraphs.' - Journal of Direct, Data and Digital Marketing
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Copyright (c) 2006 Sean Kelly and Associates Ltd. All rights reserved.