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Key Business Analytics by Bernard Marr

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Non-customer analytics

What is it?

Non-customer analytics is about understanding what people who are currently not your customers think about your product, services or brand.

Traditionally, we’ve been told that we need to understand our customers so that we know what they look like and can find more people like them. And while that makes sense there is another group that could be even more important – the non-customer!

Identified by the authors of the Blue Ocean Strategy, W. Chan Kim and Renee Mauborgne, the idea is simple but profound. If we identify our ideal customers, and our competitors are doing the same and getting the same profile, then we are all competing for an ever-decreasing slice of an ever-decreasing pie. Price wars begin ...

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