Just a few years after its 2005 opening, Georgia Aquarium faced a challenge common to all experience-based businesses: After an initial rush of traffic, attendance declines as the novelty wears off. So the facility brought in V. Kumar, a Georgia State University expert on marketing research and customer engagement, who used data analysis and marketing models to identify and acquire the most-valuable future customers. Kumar's team found the top zip codes of visitors and high-spending season-pass holders and then targeted media spending at residents in zip codes with similar demographics. The big payoff in increased attendance and revenue shows that marketing science can be a potent tool for other experienced-based businesses too. This reprint contains two additional Idea Watch articles. "The Downside of Discounts" provides a visual analysis of the frequency and extent of B2B discounts and the speed with which they erode the average price for all customers. "How Government Assistance Drives Start-Ups" describes several studies showing that public subsidies and insurance prompt more people to start companies.

【書誌情報】

ページ数：5ページ

サイズ：A4

商品番号：HBSP-F1501A

発行日：2015/1/1

登録日：2015/1/14