As
I read chapter three of the text book, Understanding Markets and Customers, I
couldn't help but think of an incredibly interesting and well written article I
recently ran across in the New York Times by Charles Duhigg called "How
Companies Learn Your Secrets". It's
mostly about how companies use big data, analytics, and customer behavior for market research and
segmenting, even going so far as to recognize when women are pregnant before
they've told family members.
It also contains the story of how Febreze, one of Procter and Gamble's most successful products with sales of over a billion dollars, almost flopped but was saved by research and a new marketing strategy. This article shows the real world application of everything discussed in the text book (and even more). It's a fascinating read, even if you're not studying marketing.
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