How Vineyard Vines Uses Analytics to Win Over Customers

Harvard Business

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.

4 Roles Every Marketing Organization Needs Now

Harvard Business

The emergence of data science and the proliferation of new media channels has radically changed some traditional marketing jobs, while creating new ones. As a whole, all these changes are part of the evolution away from marketing simply as art into a hybrid of art and science. All marketers today need baseline skills in data and analytics. Marketers today also need a nuanced understanding of current and emerging digital channels. Digital Marketing.

Find the Best Local Markets to Drive Growth

Harvard Business Review

As families settle back into school, parents start to worry about the viruses that naturally spread when children cluster together in classes. My colleague Tim Joyce and I have found a similar viral phenomenon with superconsumers — our term for people who buy big volumes of a product or service, but who often can be convinced to buy even more. Tim and I observed this while using big data to better understand the habits of superconsumers. Marketing