Analytics

From Cereal Toppings to Category Drivers: What Goji Berries Reveal About Marketing Penetration

The other morning, I added a handful of Goji berries to my cereal. I enjoy dried fruit, but most cereals fall short when it comes to variety and volume of fruit inclusions. The Goji berries were bright red, chewy, but—after a few days—sticky. Despite their “superfood” halo, they still contain fructose. But that’s not the […]

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Once seen as a broken-IPO, Stitch Fix’s data science saves the day

Unless you live in the US or the UK you may not know StitchFix. It is an online apparel retailer with revenue exceeding $2.1b. Its USP is data science. StitchFix employs over 140 modellers who pour over a client’s clothing preferences to recommend five items that “fix” neatly into a box. On sign up, customers

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