Customer data & insight Articles

Using machine learning for smarter segmentation

Defining the segments for a campaign or promotional offer is one of the most fundamental marketing tasks. But the traditional approach to segmentation isn’t all that effective... It typically relies heavily on assumptions and trial-and-error. The marketer must...

Integrate more easily with HTK’s new Blendr.io connector

Rich, real-time customer data is essential for delivering the kinds of highly personalised customer experiences that drive emotional loyalty. To present a personalised offer at checkout, your promotions engine or loyalty platform needs to be able to communicate with...

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,...