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below you will find Articles & Papers written by Paul Weston. An independent Customer Data expert operating mainly in the UK and Middle-East. He works with organisations of varying sizes and in multiple industry sectors. He is normally engaged as a subject matter expert on major IT or Marketing projects or to provide ongoing support to their Customer Data and Analysis / Insight Communities.

Should we be marketing to toasters?

Should we be marketing to toasters?

A stream of thinking that can and did go everywhere? I started by taking the comment at face value and assuming that a connected toaster was a natural progression from connected fridges, smart tv’s etc. Maybe a manufacturer would build in the capability that the...

Has the time now come for Information Sharing Agreements?

Has the time now come for Information Sharing Agreements?

Why marketers should stop thinking in terms of communication consents and permissions and start thinking in terms of Information Sharing Agreements. Whatever spin you put on the concept of customer communication consents and permissions they are rarely thought of...

What great customer data quality reporting looks like

What great customer data quality reporting looks like

Data Quality Reporting is one of those practices that can be more harmful if done badly than not done at all. At this very moment there will be many thousands of operational people and executives who incorrectly believe that their data is in good shape due to...

How do we know when we ARE Customer Centric?

How do we know when we ARE Customer Centric?

There can be little remaining argument that true customer centricity is massively deeper than any single attribute or characteristic of an organisation. Customer centricity has to be ‘balanced’ in its emphasis between providing great customer experiences and...

Placing a value on very poor customers

Placing a value on very poor customers

Many leading consumer product and service providers allocate a financial value to their customers. Their motivation for doing so is almost always commercial. The increasing number of organisations serving the needs of the World’s very poorest customers are also keen...

Why is Last Name ‘always’ a mandatory field?

Why is Last Name ‘always’ a mandatory field?

Whether it’s called Last Name, Surname or Family Name this field remains stubbornly mandatory in virtually every customer database that I come across in my work. This constraint can severely hamper organisations’ attempts to move their marketing and CRM activity into...

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Our Customer Data solutions are pragmatic and cost-effective but based on at least the same level of expertise and experience that would be expected of much larger data companies. Our ways of working ensure the high levels of governance and transparency required by corporate IT Teams and yet deliver the agility and flexibility needed by the business side of the organisation.

TANGERINE Customer Value Segmentation

Uncover where the financial value really sits in your customer base

“The Tangerine Customer Value Segmenter peels back the layers of blunt averages and received wisdoms that may surround your current understanding of how value is distributed in your customer base. It challenges, or at least refines, anecdotes like “we have the same 80:20 split as everyone else” or “we are only losing about 1% of our customer base each year”.

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