Integrated customer intelligence - real business value creation

John Marinopoulos and David Laffin

The approach used outlines an achievable, tangible and actionable method to extracting the value from customer knowledge and create real business value.

Integrated Customer Intelligence: Real Business Value Creation

John MarinopoulosStrategic Intelligence Group, Australia.

David LaffinIndustry Manager – Financial Services, Roy Morgan International, Australia.

INTRODUCTION

This paper focuses on a case study in which an integrated and holistic approach to understanding customer potential has been coupled with a number of specific tactics to penetrate the customer base and deliver significant organisational value.

Strategic Intelligence Group and Roy Morgan International have worked with a number of clients to deliver significant organisational value by integrating customer knowledge with business experience to provide customer intelligence to organisations. The integrated approach to understanding the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands