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Find the Best Local Markets to Drive Growth

Harvard Business Review

SEPTEMBER 26, 2014

These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. This can meaningfully change the ROI equation for how a company goes to market. National marketing may make sense for efficiency sake when only one-in-ten consumers is a superconsumer.

Marketing 9
Marketing Mass Marketing ROI CRM 9
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How Vineyard Vines Uses Analytics to Win Over Customers

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
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