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The value of Pareto’s bottom 80%

According to marketing’s infamous version of the Pareto law, the bottom 80% of a brand’s customers only deliver 20% of that brand’s sales, i.e. 80/20. If this were true then, ignoring the Heavy Buyer Fallacy for a moment, one might almost be forgiven for neglecting such consumers in order to focus marketing attention on the heaviest 20% (“loyalists”) who deliver the bulk of a brand’s sales.

In 2017, Reach Was The Buzzword

Over the Christmas holiday I went back and reviewed notes from the previous 12 months. What immediately stood out was the widespread recognition of the critical role “reach” plays in marketing success. Here are some of highlights from last year’s notes…

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