Patrick Glenisson
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Short Bio:
I am working at the intersection of Business Intelligence, Customer Intelligence and Marketing Analytics.

Heading a data mining and customer research team, my goal is to build a data-driven marketing culture that builds on customer analytics and insight.

I strongly believe in an "End-to-End" approach - Tying insights to overarching long-term goals, reaching across organisationals silo’s and focusing on action.

In my present role I consider myself an Analytics Architect who supports the implementation of a business strategy.
Financial services
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Patrick Glenisson's Blog

First the data, then the decision, then the profit.

Posted on September 23, 2012 at 11:26am 0 Comments

Working and valorising Big Data is business-as-usual for companies that have built their business model on it. For companies that don’t compete on analytics, that is for whom analytics is not a core element of their strategy, it’s a huge challenge.

But Big Data is the talk of town nowadays. I think that a part of the growing management interest is due to two factors:

  1. The relentness search for cost efficiency and growth in the current economic downturn;
  2. A…

Creating a learning organisation in the "Age of the Customer"

Posted on July 24, 2012 at 8:38am 1 Comment


Two weeks ago I attended the Customer Insight & Analytics Exchange in London, in which I participated as a speaker. See Maz Iqbal's account of these two days here:


One of my personal highlights from day 1 was Suresh Vittal's presentation (Forrester). He…


Less data, more insight, better decisions

Posted on June 16, 2012 at 6:53am 0 Comments

Big Data can help in mapping and understanding customer behaviors, and in developing one-to-one marketing programs or innovative services. However, Big Data is too often presented as a technological capability subsequently requiring armies of data scientists to mine and analyse data.

Yes, managing and exploiting the growing amount of internal and external data is a necessary condition to steer business performance. But it is far from a sufficient condition.

In a recent meeting…


Business case or Business phrase for BI ?

Posted on June 4, 2012 at 9:10am 0 Comments

Past week I attended a Marketing colloquim where I was invited as a panel member to discuss the new realities of marketing performance and metrics. What struck me was the growing importance of Data across sectors and company size. But aside from the consensus that existed on the importance of Data in defining, adapting and evaluating go-to-market approaches,  there were a multitude of opinions on how to realise this – in particular on the amount  of technology investments…


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