Collaboration between marketing and insight is helping both sides of the partnership make better decisions to devise stronger, more consumer focused campaigns that drive businesses forward.
At online retailer Shop Direct the close relationship between marketing and insight is helping improve the company’s fundamental understanding of customer needs, attitudes and habits, both in and out of the retail environment, according to group marketing director Kenyatte Nelson.
Over the past six months alone the Shop Direct insight team has spent more than 4,000 hours taking part in at-home customer visits, quantitative studies and analysis of online consumer shopping journeys.
Bron en volledig bericht: Marketingweek