Meetup Details

Date: 18 Oct 2018

Time: 7pm - 9pm

Venue: Seminar Room

innovation 4.0

3 Research Link

Singapore 117602

Agenda

Speaker #1 - Mike Sherman

Title: 10 Things We Wish Someone Had Told Us About Customer Analytics

Mike Sherman has recently published his first (and last) book, titled “52 Things We Wish Someone Had Told Us About Customer Analytics”. In his speech, Mike will share excepts from these 52 lessons (and a few others) addressed at bridging the gulf between analytics professionals and their end users.

This book provides invaluable guidance for realizing business value from consumer insight analytics efforts.

Speaker #2 - Dr Guo Lei

Title: Customer analytics: what has gone wrong

Using historical data is a double-edged sword. Although we can learn from the past, it will also hinders our creative thinking and progress. Arguably, historical data often fails in predicting customers’ future needs. Most customer breakthroughs originate from a unique ‘insight’ – the identification of an unmet need. To create a customer insight for tomorrow, we need to understand problems from a human perspective, and to find meaningful purpose behind innovation. Guided by behavioural research, you will learn new ways to uncover insights behind what customers need and desire and practice relevant techniques in searching for novelty and usefulness of customer insights.

Speaker Profiles

Mike Sherman is an independent marketing, big data and insights consultant.

Mike has almost 30 years of marketing, market research and CRM/Big data experience. He helps companies address marketing opportunities through understanding end users needs, turning them into insight/data specifications and converting that output into clear, actionable results.

Mike began his career at Procter & Gamble, where he managed both new and established brands. Mike spent 17 years with McKinsey & Company; while there, he created their Asia-Pacific marketing practice and was a founder of their global CRM practice. Mike was also Global Head of Knowledge Management for Synovate, where he lead efforts to improve the value clients obtain from research. At SingTel and Hong Kong Telecom, he set up their Big Data teams and drove the use of customer data and customer research to help the business understand customer and customer data opportunities.

Mike has been based in Asia since 1997, working across the region, and has extensive experience in the telecom, retail, financial services, consumer electronics and FMCG industries.

Mike has an MBA, High Distinction (Baker Scholar) from Harvard Business School and two Bachelors degrees, Magna Cum Laude, from the Wharton School and College, University of Pennsylvania.

Mike is a frequent speaker at conferences and published several times in the McKinsey Quarterly on marketing issues in developing and Asian markets. His most recent work is “52 Things We Wish Someone Had Told Us About Customer Analytics”, co-written with his son, Alex (and available exclusively on Amazon.com).

He is the former Board Chair of AFS-USA, a leading high school foreign exchange organization and an avid traveler, having visited over 135 countries

Twitter: @MikeSherman1957

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Dr Guo Lei is an active researcher and educator in behavioural research, data analytics, and service innovation, with international experience in delivering applied research and practice-based learning programmes with successful results. She has particular experience in tackling complex challenges through design thinking, business analytics and strategic communications. Dr Guo is also an accomplished author, having publications in both academic and professional domains. She has worked with clients in sectors such as transport, public service, banking, retail, gaming, support services and infocomm. Previous clients include Land Transport Authority of Singapore, Singapore Public Transport Council, Singapore National Library Board, Info-communications Development Authority of Singapore, United Overseas Bank, Bank of China, China Agricultural Bank, Club 21, CapitaLand, Singapore Pools, UK BAE Systems, China Mobile, and Wuxi Municipal Government China.