jonnyharbottle, Author at Edit

The multiple dimensions of strategy (for CRM)

22 Jul 2020

OK Google, what is strategy.. “A plan of action designed to achieve a long-term or overall aim” As we’re talking in the context of Customer Relationship Marketing (CRM), let’s assume our ‘long-term or overall aim’ is to put the customer at the...

Get cognitive with your customer communications

17 Jul 2020

In every scenario, we have the tools and information to reach the best rational decision. But we rarely ever do. Behavioural Science has lifted the lid on our true cognitive natures. Our decisions are instinctive and emotional. In fact, we are predictably irrational....

Who’s in charge here? Stop blaming the data and take control of your marketing

9 Jan 2019

We’ve read a few articles recently giving data a hard time. “Data is making marketing boring.” “Data is squashing our creativity.” “Data leads to analysis paralysis.” But hang on. This needs reframing… If you’re afraid to step outside your comfort zone, you’re stuck...

Taking stock post-GDPR: Shouldn’t my customer base be more engaged?

25 Oct 2018

Following GDPR, the expectation was that we’d be left with all our loyal, highly engaged, high-value customers. Although we may not have the deployment volumes we did before, like-for-like communication engagement metrics should paint an overall brighter picture. What...