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Lots of people buy lotion, but one of Pole’s colleagues noticed that women on the baby registry were buying larger quantities of unscented lotion around the beginning of their second trimester. ran test after test, analyzing the data, and before long some useful patterns emerged.
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Using that, Pole looked at historical buying data for all the ladies who had signed up for Target baby registries in the past.
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Target assigns every customer a Guest ID number, tied to their credit card, name, or email address that becomes a bucket that stores a history of everything they've bought and any demographic information Target has collected from them or bought from other sources. He talked to Target statistician Andrew Pole - before Target freaked out and cut off all communications - about the clues to a customer's impending bundle of joy.
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Target, for example, has figured out how to data-mine its way into your womb, to figure out whether you have a baby on the way long before you need to start buying diapers.Ĭharles Duhigg outlines in the New York Times how Target tries to hook parents-to-be at that crucial moment before they turn into rampant - and loyal - buyers of all things pastel, plastic, and miniature. And many of those retailers are studying those details to figure out what you like, what you need, and which coupons are most likely to make you happy. Every time you go shopping, you share intimate details about your consumption patterns with retailers.