Matt Bentley joins Loop Horizon

Loop Horizon hire Matt Bentley as Head of Data Architecture & Analytics

In response to Loop Horizon’s growing client portfolio, Matt Bentley has joined the leadership team as Head of Data Architecture & Analytics. This senior hire further positions Loop Horizon as the leading provider of data-driven marketing transformation, personalisation and customer experience for brands. Matt joins a dynamic and experienced team, bringing with him his unique perspective on the role and handling of data to drive customer experience, and his deep client-side experience as a practitioner.

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Getting Personalisation Wrong

Connecting customers to relevant experiences is proving to be extremely powerful, enabling brands to leverage their rich data intelligence to deliver significant incremental gains in sales, engagement & service. As organisations take their second, third and further steps in personalised experience they increasingly ask challenging questions, interrogating and understanding what personalisation should actually ‘be’ for them. These questions come thick and fast as stakeholders across the business recognise that marketing, data and technology can now execute targeted and tailored 1-1 experiences and race to exploit these new capabilities.

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Remember Me

Have we met before? Let’s say we have.

Imagine I didn’t acknowledge that we had met before, it seemed as if I didn’t remember you and you had to introduce yourself from scratch. I expect that you would find me somewhat frustrating.

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Your baby ain’t special…

I’ve just had a baby, and I must admit, if someone said that to me, I’d be pretty mad.

But I’ve got to face facts; soon he’s gonna to be in a nursery with thirty or so other special little spuds. We’re going to have to make some concessions to conformity; he’s gonna need to be standardised!

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Why bother collecting clickstream data?

Why bother collecting clickstream data? Good question.

To answer a question with another question: What are you going to do with it?

“I’m going to store it in a big database, I’m going to collate it up and make metrics out of it etc.” Not nearly good enough.

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Optimisation vs Personalisation

In previous roles, I’ve been lucky enough to have been part of a fantastic optimisation team AND played a major role in delivering a real-time digital personalisation program.

Stakeholders have asked what the difference between optimisation and personalisation is. If you’re not familiar with the detail, they can seem pretty similar.

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Anyone for real-time data?

I’ve been to a couple of conferences recently where there’s been a lot of chat – both on and off stage – about real-time data.

I’ve got to get my data delivered in real-time (apparently), because it’s super-duper important.

I agree – it is super-duper important. What’s much less clear from all the seminars, keynotes and conversations, is why exactly.

Real-time analytics?

Nah, not for me.

A bunch of people spoke about real-time analytics; how they instigated expensive (and expansive) initiatives to get data into the hands of analysts instantly.

That feels like spending a million quid on a super-car just to sit in rush-hour traffic.

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