Newgrove Blog

In the era of big data, there has never been so much information available – and it's never been so important to find a way to make sense of that data. It's not just a case of choosing an appropriate format but rather of dealing with the fact that data has context. At...

The role of data scientist has been called the "sexiest job of the 21st century" by the Harvard Business Review. While it might not match the glamour of being a supermodel or secret agent, there's a logic to the claim and it's all about the human element. While...

The UK’s high streets may not be in the rudest of health but reports of their demise are premature. As much as online retail may have challenged the dominance of bricks and mortar shops in recent years, physical retail outlets can complement rather than compete...

If you're still talking about mobile devices revolutionising the online world, you're behind the times. The ‘Internet of Things’ is the next fundamental shift in the way we interact with machines, and it will have a particularly significant effect on the viability of...

What your customers say gives you valuable information. But it’s where they say it that can be the missing part of the puzzle. The rise of social media, apps and other online tools has finally persuaded many businesses that marketing can be as much about listening as...

There's no denying that for many retailers, store location is key. That said, our changing culture means that the store's physical location is only one factor and may not even be the most important geographic concern. This is why location analytics is now more...

The catchphrase ‘location, location, location’ might seem lacklustre, but break it down and it has a hidden insight: the need for multiplicity. Simply relying on a single piece of location data can be inadequate or even misleading. This is why location analytics,...

It’s never been so easy for customers to voice their opinions, preferences and concerns. In turn, businesses have never had such opportunity to learn from their customers. But all too often businesses fail to harness the full potential of this opportunity. The main...

The single customer view is the Holy Grail of marketing analysis, but to many in the industry it's been a quest for perfection that can never be reached. That said, with today's communications technology, it's never been closer. Trying to define the single customer...

Home may be where the heart is, but it's increasingly not where the data is. The days of categorising customers solely by their postcodes are over: today we have a wealth of data from almost every part of individuals’ lives in and out of their homes. The trick for...

Finding a location for a coffee shop that has good footfall － consisting of people in a rush, with money to spare －is an obvious example of how to use location analytics. Yet it’s an approach far beyond physical stores. While retail locations are perhaps the most...

Data isn't just the numbers or facts apparent on the surface: it often has a hidden secret that many companies miss out on. That secret is location information. Whether it’s deliberate geotagging or simply tracking back through the IP address of an internet...