Marketing's 60/20 Pareto law
Byron Sharp, Jenni Romaniuk and Charles Graham argue that the heaviest fifth of a brand's buyers generally contribute not much more than half of its sales, far from the proverbial 80 per cent, and that growth comes largely from light and non-buyers. The share depends on the time window used to measure it.
Byron Sharp, Jenni Romaniuk and Charles Graham argue that the heaviest fifth of a brand's buyers generally contribute not much more than half of its sales, far from the proverbial 80 per cent, and that growth comes largely from light and non-buyers. The share depends on the time window used to measure it.
Written from the abstract only; a working paper, not peer reviewed as far as this publication can find.
What our sources record
Reproduced as it was written when this source was checked, figures and all.
SSRN working paper 3498097. doi:10.2139/ssrn.3498097. Not peer reviewed as far as we can find. Abstract only.