Chris Duncan

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Chris Duncan

  1. 1. Knowing your readers Chris Duncan, NI Director of Customer Management
  2. 2. Demographics are broadly insightful <ul><li>High income lowers churn risk </li></ul><ul><li>Lifestage generates purchasing patterns </li></ul><ul><li>Gender can still be highly indicative of copy preference </li></ul><ul><li>But key demographics move mostly annually </li></ul>Customers move much faster than that.
  3. 3. Customer behaviour is multidimensional
  4. 4. If you don’t know where you’re going, any road will get you there Lewis Carroll, Alice in Wonderland
  5. 5. What does this mean for journalists?

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