Andrew Fulton
City of Cape Town, Western Cape, South Africa
1K followers
500+ connections
About
Andrew Fulton is a co-owner of Eighty20 Consulting, a South African firm that specializing in consumer analytics, consulting, and research. His focus lies primarily on the company's data products, notably the Eighty20 National Segmentation (ENS), a tool that integrates a client's customer data with thousands of external variables using South African ID or cell numbers. Andrew has played a pivotal role in developing Eighty20's online data analysis tools and segmentation strategies.
With a team of approximately 50 professionals, Eighty20 offers comprehensive analytics, consulting, research and software development services. Andrew frequently shares his expertise through lectures at institutions such as the Graduate School of Business, the Gordon Institute of Business Science, the University of Cape Town, and the University of Stellenbosch.
Throughout his time at Eighty20, Andrew has contributed to diverse projects spanning various industries, including the impact of US investment on South African business, banking, insurance, and retail. His current focus revolves around leveraging secondary market data and segmentation analysis to support companies operating in South Africa. Eighty20's approach centers on assisting companies in market exploration, client understanding, and quantifying where growth will come from.
Following the completion of his MBA at the Graduate School of Business (UCT), Andrew gained extensive operational and marketing experience with two companies. Initially, he managed a flower import/export business serving clients in the US, UK, Holland, and Japan, where he spearheaded the development of a web-based trading platform for the international floral industry. Subsequently, Andrew joined POP Communications, a media owner under Old Mutual Properties, where he excelled in project management, overseeing the introduction of innovative advertising concepts and products. His responsibilities also included the development and maintenance of an inventory management system for Old Mutual Properties.
Andrew's expertise encompasses research, segmentation, secondary data analysis, loyalty programs, and data visualisation.
Articles by Andrew
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What lessons will be learned from this past week?
What lessons will be learned from this past week?
As a business owner, South African and white male in this country, I'm thinking about what lessons need to be learned…
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Half of the global population live where the fertility is below the replacement rate, but not South Africa.
Half of the global population live where the fertility is below the replacement rate, but not South Africa.
A recent article in The Lancet suggests that continued trends in female educational and access to contraception will…
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SA Demographics and Covid-19
SA Demographics and Covid-19
The South African population is estimated at 59 million with 45% of the population under the age of 25. Only 9% of the…
Contributions
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What are some examples of customer segmentation methods used in consumer behavior research?
We have a tool called the ENS, which (in a POPIA compliant manner) matches a client's customers, via SA ID, or Cell Phone number to a fused data cube of several datasets including Credit Bureau data. What this allows is an ability to use descriptive variables from both internal data (behavioral, transactions, baskets) and external data (demographics, psychographics, competitor activity). This customer-centric segmentation explained how customers migrate between life stages, or how their needs change over time. Due to regular customer matching, client was then able to not only track growth and churn by segment, but use that as an input for understanding return on marketing, as well as identifying and sizing growth opportunities.
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You need to conduct in-person surveys for market research. What are the best tools to use?
I've only every done this for senior executives, but what experience has taught me, is whatever you do, make sure you have a back up. I've recorded on my cell phone, only to find the cell phone case I'd just bought muffled their voice so badly I couldn't hear anything and lost the interview. Even paper and pen to jot notes while you record. Or a discussion guide in front of you on your laptop, but it is hard to concentrate and keep the conversation moving while clacking away on a laptop.
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What are some ways to increase the accuracy and reliability of your consumer behavior data?
-Your default approach to data should be skepticism, not finding where it matches your expectations. -Use secondary data as much as possible to avoid wasting questions in your primary research -Ask the most important questions first -Test, test, test, to ensure your wording is clear and impossible to misinterpret -Do fieldwork at different times of the month -Make sure your sample is sufficiently diverse, or sufficiently homogenous (depending on segment of interest) -Sense check and triangulate against other trusted sources
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How can you clean and validate data better?
Hard to beat the brilliant mind of the late Hans Rosling: You need only 3 magic tools: Compare. Big numbers always look big. Single numbers on their own are misleading and should make you suspicious. Always look for comparisons. Ideally, divide by something. Eighty20. Have you been given a long list? Look for the few largest items and deal with those first. They are quite likely more important than all the others put together. Divide. What is the denominator? Amounts and rates can tell very different stories. Rates are more meaningful, especially when comparing between different-sized groups. In particular, look for rates per person when comparing between countries or regions.
Activity
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I will be speaking at the Retail Property Leaders Forum. Join me 3rd October in Cape Town to explore the strategies required to navigate South…
I will be speaking at the Retail Property Leaders Forum. Join me 3rd October in Cape Town to explore the strategies required to navigate South…
Shared by Andrew Fulton
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Sharing knowledge is “power”: My thoughts on effective leadership for today. I’ve been leading large companies for almost 25 years, and big teams…
Sharing knowledge is “power”: My thoughts on effective leadership for today. I’ve been leading large companies for almost 25 years, and big teams…
Liked by Andrew Fulton
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