Do brand advocacy schemes really work?

Clusters : Chris Cowan Chris Cowan, October 6th 2016 B2B B2C Marketing

Can brand advocacy schemes actually bring in new business or are they just a waste of money? Chris Cowan, Managing Director at Clusters, discusses our recent study on paid brand advocacy and the different types of recommenders that exist.

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How your sales team can use segmentation

Clusters : Chris Cowan Chris Cowan, August 15th 2016 B2B B2C Marketing Segmentation

Companies cannot merely rely on ‘star players’ to sell products and services to customers, particularly to customers who are not well suited to the product. I mean what good would selling an ill-suited product to a customer do for your company’s bottom-line and growth prospects?

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Why big data fails to provide big insights

Clusters : Chris Cowan Chris Cowan, July 28th 2016 B2B B2C Marketing Segmentation

In an increasingly global and competitive marketplace, no business can afford to ignore data about their customers. The growth of information technology has transformed market research, with a growing number of businesses learning about customer preferences and buying habits by mining massive sets of quantitative data. The buzzwords in market …

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