While many organisations have expected that consistent data collection and closer collaboration between market research departments and database marketing teams would have led to a stream of customer insights, most have found that one does not necessarily follow the other as a matter of course.

This guide introduces what is meant by customer insight and lays out the building blocks for creating it. The skills required to create an effective insights team and some of the commonly used techniques for uncovering insight are introduced, along with suggestions and tips if using them.

Sally Carey, former Datamine Director

Download Datamine's Guide to Customer Insights