Having a corporate culture that puts analytical findings at the heart of its decision-making is also crucial for deploying customer analytics successfully.
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On 22 November 2019 it was that time again: at the Royal Institute of British Architects near Regent’s Park in central London.
After a short opening by company founder James Alty, Mark Hunter made an energetic start to the day. Equipped with colourful cleaning gloves, the participants clapped catchy rhythms with him – a spectacle for eyes and ears.
Apteco user conference 2019
This was followed by a keynote on personalisation by Ross Sleight. An expert on consumer behaviour, he demonstrated with a small but powerful experiment what ‘personal’ really means. He asked the participants to give their unlocked mobile phone to the person next to them for a moment – a queasy feeling because there is hardly anything more personal than an individual’s mobile phone.