How can you put the consumer at the heart of your pricing strategy? Econometric and price versus promotion models are limited as they can't model beyond what has occurred in the past. Lee Naylor explains how consumer behavioural models that determine how people make real choices provide more accurate forecasting of sales, revenue and profit.

Traditional loyalty schemes are outdated. Businesses can engender customer loyalty without rewards points systems. It starts with understanding the difference between attitudinal and behavioural loyalty, and then identifying programs to encourage both.

With Byron Sharp’s thinking taking a hold with many marketers, APAC MD Lee Naylor tells us why he has a bone to pick with those who believe segmentation is just an “old school” marketing doctrine.

Lee Naylor, Managing Director of APAC talks about the trials and tribulations around segmentation and targeting at our recent breakfast event.