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10 (or more) Things We Wish Someone Had Told Us About Customer Analytics
by Mr Mike Sherman


Mr Mike Sherman
Independent marketing, big data and insights consultant

DATE 18 October 2018, Thursday
VENUE Seminar Room 5-2, Level 5
School of Economics & Social Sciences
90 Stamford Road
Singapore 178903
4.30pm to 5.30pm
(Presentation and Q&A by Mr Mike Sherman)



Mike has recently published his first (and last) book, titled “52 Things We Wish Someone Had Told Us About Customer Analytics”. In his presentation, Mike will share excepts from these 52 lessons (and a few others) addressed at bridging the gulf between analytics professionals and their end users. The material, based on decades of experience working with both analytics providers and end users, leverages real examples to aid end users in understanding how to better leverage analytics (including market research, big data, etc.) and aid providers to deliver more relevant, useful output.

Mike is delighted to return to SMU for this talk. He delivered the first version of this material in March 2012 at a well-attended presentation at SMU (see


About the Speaker

Mike has almost 30 years of marketing, market research and CRM/Big data experience. He helps companies address marketing opportunities through understanding end users needs, turning them into insight/data specifications and converting that output into clear, actionable results.

Mike began his career at Procter & Gamble, where he managed both new and established brands. Mike spent 17 years with McKinsey & Company; while there he created their Asia-Pacific marketing practice and was a founder of their global CRM practice. Mike was also Global Head of Knowledge Management for Synovate, where he lead efforts to improve the value clients obtain from research. At SingTel and Hong Kong Telecom he set up their Big Data teams and drove the use of customer data and customer research to help the business understand customer and customer data opportunities.

Mike has been based in Asia since 1997, working across the region, and has extensive experience in the telecom, retail, financial services, consumer electronics and FMCG industries.

Mike has an MBA, High Distinction (Baker Scholar) from Harvard Business School and two Bachelors degrees, Magna Cum Laude, from the Wharton School and College, University of Pennsylvania.

Mike is a frequent speaker at conferences and published several times in the McKinsey Quarterly on marketing issues in developing and Asian markets. His most recent work is “52 Things We Wish Someone Had Told Us About Customer Analytics”, co-written with his son, Alex (and available exclusively on

He is the former Board Chair of AFS-USA, a leading high school foreign exchange organization and an avid traveler, having visited over 135 countries.

Twitter: @MikeSherman1957


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