Author: Duncan Shaw


I turn data into services and I help firms monetise their data, e.g.:
• Increasing frequency, volume and value per shopper, by helping shoppers progress seamlessly through the customer buying process/ funnel.
• Helping customers become aware of products and services that fit their specific needs.
• Ensuring smart phone apps are more than a catalogue on a mobile phone - by developing the segment-of-one/ location-here and real-time opportunities of smart phone apps.
• Fitting multi-channel approaches to all stages of the pre-store, store and post-transaction experience.
• Developing non-financial customer rewards such as service experience and service usefulness.

Proven ability to create and lead commercial projects and research programmes:
• International academic and commercial experience in Europe and South East Asia.
• Multi-sector consultancy, relationship building and executive teaching experience.


The marketing (to) automation problem: How will IoT products sell their services to other devices?

Data becomes more valuable when you share it.

Waze users share traffic data to help each other to have better car journeys. Uber users generate information about taxi journeys which can help town planners. Medical devices may share data to give doctors a more complete picture of the patients’ situation.


How purchase intent data can help you understand the customer journey

The earlier a customer is along their journey, the less marketers know about that person. But early on is when you can best influence shoppers.


Why it's always good to share in our Big Data society

We are all sharing more data than ever before with other organisations in our emerging Big Data Society. Sharing lets us use our resources much more precisely and produce completely new services.

But misusing customer data risks destroying customer trust. Still, we all need that missing piece of the Big Data puzzle, so we all need to share more.  


Google Now: it’s about the data not the service

There has been a lot of excitement about Google Now but the real story is about how it opens up a window on users' whole lives. 

If ‘data is the new oil’ then Google just found a much bigger oil field.

I recently gave a talk at Marketing Week Live about what Big Data analytics was starting to do for marketers and how new data sources are massively expanding this.

There’s an analytics revolution going on right now with loads of new analytical toys, a massive increase in board-level interest and lots of new data to work with. This revolution is powering many of the new mobile and social media start-ups.

But do not get distracted by the service when it is what’s under the hood that counts. The really clever thing about Google Now is not the magical but-slightly-creepy-and-telepathic service suggestions but the chance that it gives Google to know you much better and more deeply than any other firm on the planet.