Harvard Business Review

SEPTEMBER 26, 2014

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. These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales.

Marketing 9

Marketing Mass Marketing ROI CRM 9

Harvard Business Review

OCTOBER 5, 2016

By tracking the activities of customers on our website, Chalk realized that 26 percent of visitors were dropping off before they registered for a free white paper we were offering on our product. The modern marketer has evolved from being purely creative and logistics driven to appreciating data and the role of analytics.

Marketing 11

Marketing Organization Content Storytelling 11

Harvard Business Review

JUNE 8, 2018

It is clear that the current VP of Marketing, Lindsey Worster, is committed to this principle, as she told me: “We are all about getting the right message, about the right product, at the right time to our customer — targeted, relevant, and authentic communication is our primary goal.” Data-Driven Marketing.

Retail 8

Retail Apparel Engineering Audience 8