Customer-centric marketing


Customer-centric marketing: putting the customer and data science at the heart of marketing


Product-led marketing is a thing of the past with more and more companies realising that in order to stay on top, the customer must come first. Our Lab Leader today, Dr. Stephen Welch, is joined by special guest Hazel Pitchers discussing how to transform your business using data science and human understanding to make customers the beating heart of marketing.


Hazel has been in the industry for 20 years, most recently as CMO for an investment management company, re-vamping their global marketing vision and strategy. Steve is Managing Director at Realise UNLIMITED and has years of experience in using specialist data science techniques to revolutionise businesses.


We discuss the simple notion that in order to be truly customer-led, you need to also be data-led. This begs the crucial question for marketeers: Do you consider yourself to truly be either? We explore how you can diagnose your data-readiness and customer centricity, as well as how to train your workforce to read and analyse customer data and shift operating behaviours.


To find out more about this episode contact Steve at and as always you can email our host, Faye Hawkins, at