Consumers are now more empowered than ever by choice, convenience and information. This has been referred to as the ‘Age of the Customer’ - and businesses must be able to meet the demands of the highest customer expectations in order to succeed and out-perform their competitors. How can this be achieved?...

In the digital age, it’s become a necessity to use technology to engage with customers and leverage the resulting data. Many companies have yet to take full advantage of this abundance of information. Here, we highlight three successful businesses who have undergone customer-centric digital transformations to provide the best possible...

In this video series, Pureprofile’s resident Data Scientist, Dr Uwana Evers, talks about Data Science and the value it has for our members and clients. Dr. Evers delves into her predictions for big data in 2019 and shares a glimpse into The Values Project, and the pertinent findings from the...

With consumer expectations on the rise, it’s more important than ever to structure your organisation around creating amazing and engaging customer experiences. Godin put it best when he said, “You don’t find customers for your products. You find products for your customers.” Here we discuss some practical approaches to deepening...

Originally published on Which-50 Consumers repudiate and recoil from a central organising principle of modern marketing: that brands can — and do — target advertising and other messages at them based on their web browsing behaviour and other personal data. Participants in the global digital marketing ecosystem have convinced themselves that consumers...

Originally published on Which-50 While using data to deliver experiences has become table stakes, leaders are leveraging data in more nuanced ways, according to Ben Sharp, head of revenue ANZ at Pureprofile. Understanding and comprehending consumer data from different sources is what is separating experiences, according to Sharp. At the top end...

Originally published on Which-50 Access to consumer data is increasing but its use by businesses is becoming more opaque, a point underscored by a series of breaches and scandals last year. Despite the access, many brands still struggle to deliver the high level experiences consumers now expect. It is a dangerous game...

Originally published on Which-50 Organisations undergoing change grapple with a myriad of challenges. But more often than not at the heart of the change is the customer, according to Ben Sharp, head of revenue and operations ANZ at Pureprofile. Understanding that and embracing customer experience is key to any transformation, according to Sharp. “If...

We live in an age of consumer empowerment. Ordering a cab, renting a hotel room or creating a playlist of your favourite songs has never been faster or easier. Brands like Amazon, Spotify and Airbnb are intelligently using consumer data and disrupting their respective industries with consumer-led products and services. However,...

Pureprofile worked with AA Smartfuel in New Zealand to get a deeper understanding of their customers, and to bring their transactional segments to life by creating personas. AA Smartfuel is one of the largest loyalty programmes in New Zealand, with over 95% of household penetration so it’s not surprising that card...

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