Article at a glance:

Capitalizing on customer insights

• In today's marketing environment, the proliferation of segments, channels, and product categories is forcing companies to identify and prioritize opportunities at the points where these components intersect in order to stimulate growth.
• But because most companies still regard customer insights as an isolated research capability, they can't obtain or integrate the information they need.
• A customer insights network helps marketers look at the world through a number of lenses and to develop proprietary information about customers.
• It's also vital to embed customer insights in the organization’s key decisions by restructuring brand and sales planning, new product development, marketing investments, and other business planning processes.