July 02, 2008

Jim Fulton, Principal, Customer Metrics on "Geeks"

Jim Fulton was a long-time Lands' End guru, and is now one of the preeminent thought leaders in the field of customer understanding and Multichannel Forensics. Like me, he uses sophisticated programming code to derive consumer insights that most web analytics and business intelligence tools fail to identify.

Mr. Fulton also understands the importance of the foot soldier, the computer geek, the individual who harvests the insights that help increase bonus levels for the multichannel executive.

Though this article was written several years ago, it is still relevant today. Why not give "Thoughts on the Selection, Care, and Feeding of Direct Marketing Geeks" a try, a presentation Mr. Fulton once gave to the Seattle Direct Marketing Association.

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  1. Anonymous10:38 PM

    Thanks for sharing. A couple of weeks ago you made comment that in your opinion you need the people before the software---same opinion expressed by Mr. Fulton.
    I still believe a management that listens and implements is essential(actually all the ingredients you mentioned are essential...), and that when good analyst is not listened to, they end up either bitter or becoming consultants like you and Mr. Fulton.
    Honestly---do you feel you get more respect/follow-thru since you became a consultant than when you were in-house?
    If you are in-house genius analyst, how do you get an EF Hutton influence?

  2. Doesn't matter if I'm in-house or a consultant, folks only take advantage of what I suggest if it benefits them in an emotional manner. People don't do things because they make more money, they do things because emotionally, something makes them feel good. Analytical types, either in-house or as consultants, do a poor job of making people feel good.

    Watch Ramsay's Nightmare Kitchens sometime, a show that perfectly illustrates the consultant/owner relationship.

  3. Anonymous8:21 PM

    Now there is the real crux.

    How to get buy in. How to appeal to the subjective and emotional side? How to present and influence the business in a positive manner. Change can be very hard.

    This would be a very interesting blog topic.


  4. Anonymous8:24 PM

    btw I really like the article in this post and i am an avid reader of your blog.



  5. Thanks for reading, Jay, I appreciate that you take time to peruse the content!

    Someday, I'll need to write something about connecting with Sr. Level Executives.


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