Hamish Rickerby

Technology Consultant & iOS Developer based in Sydney, Australia

Poor Analytics

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Boots! What are you doing?

Boots' marketing messages

I’m a dude. I don’t want to look lovely.

This really irks me. As part of my day job I perform IT system selections. One thing I know a little bit about is BI/campaign management/analytics software. It isn’t too hard to run a marketing campaign, and choose your messages based on the gender of the person you are trying to entice to purchase your products. Another option is choosing a subset of customers to market to - SELECT * FROM customers WHERE gender = ‘f’ might have excluded me.

Companies that don’t utilise their data well are just wasting an incredible important resource, and potentially creating a bad customer experience.

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