Why A Brand's Most Valuable Consumer Is the Next One It Adds

Some marketers spend a great deal of time, money, and effort trying to define and target a brand's most valuable consumers among current buyers.

Why a Brand's Most Valuable Consumer is the Next One It Adds

Ned AnschuetzDDB

Marketers who segment to find their most profitable consumers to invest against are missing the point. The most profitable consumer a brand has is the next one it adds to...