John Strabley

Quaero

An experienced consultant and entrepreneur, John Strabley shares his progressive skills with clients as a director in Quaero's Marketing Strategy and Planning practice. His clients have included Verizon, Roche, USPS, Motorola, John Deere, Sotheby's, British Airways, SAP, AstraZeneca, Nielsen, Citrix, Wyeth and AARP.

Avoiding Analysis Paralysis

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Posted on 2010-05-10

In a previous post I discussed the need to purge customer data stores with customer data we are not using. Even after this de-cluttering exercise you may still find yourself overwhelmed by the amount of data that you have at your disposal. As a result you may find yourself in an ongoing cycle of analyzing and reporting out on the same data in an attempt to derive new insights, but to no avail. Rather than taking an open-ended approach hoping to find the proverbial needle in a haystack, I suggest you borrow a page from science and take a more hypothesis driven approach.

I’ve outlined the 5 high-level steps to this approach below.

1. Problem Definition

Clearly specify the problem or question you are attempting answered within the context of the larger customer / marketing / business challenges you are facing.

2. Structure the Problem

Develop a number of hypothesized solutions by answering the following:

* What is the biggest...

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Data, Data, Everywhere Nor Any Drop of Insight

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Posted on 2010-04-23

OK, so it’s not quite as catchy as the line from Coleridge’s Rime of the Ancient Mariner but it describes a problem many of us marketers are facing these days. With the proliferation of interactive technology and a significant decrease in the costs of storage, many marketers have become customer data hoarders. As such, many of us are having a hard time finding that favorite “customer insight sweater” in a closet overflowing with customer data. I suggest we all embark on some spring cleaning of our customer data to make sure we are deriving as much value from it as we should be.

I suggest we consider the following steps for de-cluttering our customer data stores:

1. Create a prioritized list of customer data stores for de-cluttering by rank ordering the list of data stores by which one is the most important...

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Forget Page Views: Here's How to Get Your Most Valuable Customers Engaged With Your Web Site and Increase Your Bottom Line

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Posted on 2008-11-13

I'll bet you wish you had a dollar for every time you heard someone stress the importance of customer engagement. It's one of the latest buzz phrases to hit the marketing profession. Everyone seems to think customer engagement is important, but no one seems to know how to measure it, let alone act upon the insight derived from it. Without rigor behind both measurement and execution, customer engagement will be nothing more than a passing fad waiting to recede into the appendix of a Marketing 101 textbook once the latest and greatest concept comes along.

What seems to be lost in the discussion is the fact that if customer engagement doesn't translate to bottom-line impact, it's of no use. The key, then, is to focus on engagements that provide mutual value to you and your customers. Easier said than done—but no less important.

We were also able to develop detailed profiles of the company's most valuable site visitors, as well as those who...

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John Strabley

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