Author: Hans Jürgen Schmolke


Totally pain free

Totally pain free

One things divides knowledge and data: an aim. This also applies to customer data. Maybe this sounds obvious, but large amounts of data lead to the temptation of trying to mine it. Data mining is fashionable at the moment. I remember TV-data analysis. Audiences...
Part of the family

Part of the family

We all have our favourite brands. These are closer to us than all the other mostly uninteresting ones. A product and brand are able to direct how far consumers identify with them. One variable could be “you are an important part of my life” or even better “you are...
Could we do it? Should we do it?

Could we do it? Should we do it?

To track the customer journey, the customers’ contact cycle must be extend regularly over several stations. First there is contact with the provider, then the website, then social media, mobile platforms, price comparison, then at some point, a visit to the shop. All...