Jenni Romaniuk
Marketing scientist at the Ehrenberg-Bass Institute, co-author with Byron Sharp and Charles Graham of the 2019 working paper on the 60/20 law, and co-author of conference work on how many heavy buyers stay heavy.
Who they are
Romaniuk works in the same empirical tradition as Sharp and Andrew Ehrenberg, looking for patterns in buying data that hold across categories. On this site she appears for the light-buyer and heavy-buyer evidence behind the sixty twenty rule and buyer moderation.
Key papers
Sharp, B., Romaniuk, J., & Graham, C. (2019). "Marketing's 60/20 Pareto law." SSRN working paper. doi:10.2139/ssrn.3498097.
Romaniuk, J., & Wight, S. (2010). Conference paper on heavy-buyer stability. Not published in a journal.
Key ideas
The heaviest fifth supply far less than 80 per cent of sales. See The Sixty Twenty Rule.
About half of a brand's heavy buyers are still heavy in the following period. See Buyer Moderation.
Sources
- Sharp, Romaniuk & Graham (2019), SSRN, abstract only. Romaniuk & Wight (2010), conference paper, figures treated as indicative.