At the supermarket aisle

In the supermarket aisle today. Persons looking at Axe bodyspray. Person A grabbed a can and bought it. Person B moved away and bought nothing.

If you are Axe Brand Manager (like I was a lifetime ago), you will have a ton of information about Person A - the consumer, the buyer, the one that gives money in exchange for your product. On Person B, you have nothing - even though you know it’s B that will generate the most penetration and growth, and you keep talking about B when debating about market share and marketing plans.

Most marketing information systems are designed around Person A. They’re engineered to give you the max of information on it. But if you want to break the box and move forward, you need to find clever ways to get information about B - and that means to engineer your data systems differently, to ask questions you don’t ask and to persist when people tell you “we don’t know” and “we can’t get that information”. #marketing #growth #data