Three Tips for Designing High-Impact Experiments Within B-to-B

Posted by Matthew Abemayor on Wed, Jul 27, 2016


Experimentation is fundamental to scientific inquiry, and in labs around the country, there are countless researchers conducting experiments daily. Clinical researchers, for example, will vary the mix of compounds, often testing thousands at a time to find promising candidates for new medicines. It’s through experimentation that learning happens—sometimes as hypothesized, but often unexpectedly.


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For Financial Services Firms, Analytics Success Starts With the Sales Force, Not Customers

Posted by Jason Brown on Mon, Jul 18, 2016


Open your mailbox at home and you’ll likely find a barrage of credit card offers, mortgage pitches and other marketing promotions—evidence of just how much financial services firms are applying data-based marketing these days. That’s primarily on the B-to-C side, however. Financial firms have had far less success using analytics on the B-to-B space, and they’re not alone. 


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Five Lessons From Pharma on Customer Centricity

Posted by Jason Brown on Fri, Feb 19, 2016

My colleague John Sadlow posted a provocative opinion piece in the Financial Times/Ignites (registration required) last week in which he advocates for asset managers to take an integrated, multichannel approach to financial advisor communication. He pushes for this change in response to the increasing restrictions on advisor access, the shift to low-cost products (due, in part, to more aware, empowered end investors), and the advent of new and more granular data in the industry.


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Four Tips to Help Sales and Service Departments Become More Data-Driven

Posted by Jason Brown on Mon, Nov 30, 2015

Data and analytics are becoming more and more baked into how many companies conduct business, but in some industries, making the switch to a data-driven business model remains more of a dream than a reality. 

My colleague Arun Shastri and I recently wrote an article for Best’s Review in which we take stock of the insurance industry’s progress with analytic applications. One of our conclusions is that, while there are many strong examples of analytics-led innovations in areas like underwriting and claims, there are far fewer examples in personnel-intensive areas like distribution and customer service.


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When “Gaming” a Contest is a Good Thing

Posted by Jason Brown on Mon, Aug 10, 2015

Customer actions like spending significantly on an offering or purchasing across multiple lines of business are precursors to long and profitable relationships, say widely held beliefs. So it is not surprising that insurers and financial institutions will spend heavily to nudge customers or intermediaries down the path to deeper and broader purchasing behavior.


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