Case Study: Patagonia While some companies incorporate sustainability practically into sourcing and shipping and others focus on the empirical side of things through product ingredients and consumer honesty, there is a third segment whose very brand essence relies on their inherent relationship to ethical consumerism and their perceived identity in the marketplace. Standing atop the […]
Case Study: Crowd Cow Somewhere in no man’s land, between the entrenched forces of cooking meals at home on one side and ordering food in a restaurant on the other, lives a purchase variable that has been rediscovered in a big way: convenience. Walk into any apartment building, drive down any street, and you’re likely […]
For many marketers reading this column, data is fun! We love the challenge of figuring out how to find and use data to solve problems and drive all kinds of marketing initiatives. However, we also operate in a business environment and have to ultimately answer the question of value. How do we create true value […]
A large group in Boston for a trade show visits a local restaurant for dinner. Clients, customers and vendors all savor a respite from the day’s scheduled events with a dinner of shared stories, networking potential and a relaxed drink or three. The waiter overhears a gentleman at the table commenting on a particular wine […]
Over the past season, we have been looking at many data-driven elements, including the data itself and the processes that are involved in analysis and reporting. However, a simple, often-overlooked, but key part of the whole process is the people who work with the data. Different people are involved across so many parts of the […]
