Joan Treistman

CPGmatters: Generalizations Don't Work Because Shopper Behavior Varies - dunnhumby

December 22, 2009

FROM RETAILWIRE:
Can the spectrum of purchase behaviors within a category mean that average measurements mask what's really going on? What are the opportunities as well as challenges of drilling down to individual purchasing patterns within different categories? How will that capability impact loyalty marketing?      [more...]

I love this perspective. It makes so much sense, and I am a true believer in common sense.

What comes to mind is the story of the guy (can't be a woman) who puts one foot in scalding hot water and one foot in ice water expecting to feel comfortably warm...BECAUSE ON AVERAGE, THE WATER WILL BE JUST THE RIGHT TEMPERATURE.

With the advent of dashboard analytics, people get lazy and don't dig into the data. What can I learn that will help my business do better, make more money, achieve more profit and be sustainable? That should be the driving force behind examination of the data. Instead, there's an urge for fast analysis and faster answers.

This article shows that due diligence makes a difference. It's a lesson for everyone that we must pay attention to all the data and see what we can learn. Don't dismiss anything until you are certain that it's of no consequence. Have a mission and you can see kernels of truth that will relate to the goals you wish to achieve.