Data and insight Articles

Loyalty in decline? Why insight is the answer.

Very rarely is there a compelling business case to run a points-based loyalty scheme.  Loyalty ‘experts’ will point at the success of airline programs to retain frequent fliers - but that’s a genuine edge-case in the spectrum of program viability.  The...

New in Horizon: Making insight more accessible – and actionable

Customer insight - especially from your own data - is one of the biggest assets a modern marketing team has. But accessing that insight can be complicated, time-consuming and resource-intensive. And when you’re constantly focused on the next campaign or project,...

Mastering Data Management for Better Personalization

If you’re pursuing personalization as part of your marketing strategy, you’ll know how important data is to the end result. After all, it’s hard to give each customer a tailored experience if you don’t know who they are, how they shop or what they’re trying to...

How To: Identify valuable customers with Horizon

It seems logical to measure a customer’s value based on how much they spend – but if that’s the only factor you’re using, you could be missing a trick. For example, a lower-spending customer may be engaging more with your business than a high spender, helping to...