CCI fellows are constantly adding to the knowledge about customer behavior and trends. The CCI Insights Review synthesizes their research and makes it accessible to the broader marketing community for real-world application.
Posts categorized "Predictive Analytics"
If a sales agent gets paid the same amount of money, does it really matter whether he gets paid quarterly or annually? Will different incentive schemes with a similar final payoff elicit different levels of performance? Though logic says no, new research on sales compensation found that the design of incentive schemes does matter. Agents work harder under some salary structures than they will under others. The fact is that the way in which money is paid out motivates people in different ways.Read More
In grocery store aisles across the nation, a quiet battle has been taking place and tactfully changing the retail landscape. It’s a classic story of David and Goliath. Private label brands (or store brands) are starting to challenge the dominance of stronger, more esteemed national brands. Increasingly, retailers are deploying store brands to compete in their own aisles, reaping the benefits of higher margins as well as lower wholesale prices from manufacturers. However, the real winnings of war lie beyond immediate profit. The billion-dollar question is whether store brands are actually able to capture the loyalty of store customers.Read More
It's called the whale curve -- a schematic representation of profit, replicated below. It illustrates, among other things, how 200 percent of profit can come from only 10 percent of customers. Fifty percent of customers might account for 250 percent of profit. And the bottom half of customers can actually bleed the profits of the firm.Read More
Remember the time you bought your first iPod? Was the decision influenced by a TV ad? Or did someone you trust, perhaps a technology enthusiast, gave you unsolicited advice and perhaps a quick demo? Did the same happen with a Kindle when it first came out? How fast was the progression from awareness to consideration to purchase to loyalty?Read More