How Vineyard Vines Uses Analytics to Win Over Customers

Harvard Business Review

When brothers Shep and Ian Murray cut their ties with Corporate America to start a little company on Martha’s Vineyard in 1998, their motivation was clear : “We’re making neck ties so we don’t have to wear them.” From the very beginning, the Murray brothers adopted a guiding principle to authentically connect with and deeply understanding the unique needs of their customers. Data-Driven Marketing.