Wednesday, October 24, 2012

How important is it to know who your most profitable consumers are?

Recently we have been looking at the distribution of value, the pareto rule, or the 80/20 reality for one of our consumer goods clients its portfolio of brands which sells largely through retailers.

We knew there would be a consumer value skew, there always is - typically ranging from high e.g. 95/5 to low e.g. 60/40 depending on the company or brand in question but we were unsure what it would be in this case.  

Interestingly many experienced brand marketers have no idea there is a skew, or are not sure what it is and what they should do about it.

Read more of Julian Measey's  article here 

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