Written by Jon Greenwood, Co-Founder and CEO

In the summer of 2015, I sat on a train about to depart Philadelphia train station. Something was eating at me and I fidgeted in my seat. I had just watched my friend and the chair of the Wharton School’s marketing department, Professor Eric Bradlow, deliver a keynote speech at a marketing conference. As a senio…

Written by Christine Odishoo, Vice President, Research & Insights, GBK Collective

Market segmentation is an essential tool in defining your product, brand and marketing strategy to fuel growth by focusing on the most valuable customers. And yet, not all approaches are created equal. There are a m…

This month, meet Nick Costanza, who recently joined as a Senior Research Manager in our Chicago office. After studying business and operations, Nick has spent the past 5 years focused on marketing strategy, research and insigh…

Written by Eric Bradlow, GBK Co-Founder and Vice Dean for Analytics at the Wharton School

2020 has been a year of incredible change with the global pandemic impacting nearly every facet of life and business. As part of The Wharton School’s Fast Forward: COVID-19 video series, I recently answered a series of questions on what the future may hold for business and sports through the lens o…

Today for our employee spotlight series, we chatted with Brian Smith, who is joining GBK Collective as Senior Vice President in our Seattle office. Brian brings a unique background, with experiences in marketing …

Written by Jeremy Korst, President, GBK Collective

Early in my career at T-Mobile, I was an “intrapreneur” at the helm of the company’s quickly growing emerging devices business. As is the case for many business leaders and entrepreneurs, bringing in new customers was job #1 and prioritized ahead of customer retention or loyalty efforts – w…

Written by Jeremy Korst, President, GBK Collective

Today your target customer is your medium – from the products you develop to the experiences you deliver across every phase of the customer journey. Not only do today’s most iconic brands obsess over the customer..

Written by Jeremy Korst, President, GBK Collective

Success in business starts with making a strategic choice of who your target customers are – that is, who do you serve?  And the answe…

By Rob Hernandez

Every year companies invest billions in data, analytics and technology to better target and predict customer behavior. With increasingly complex MarTech and CRM stacks, ma…

Written by Jeremy Korst, President, GBK Collective

To build and sustain long term growth, it’s vital that companies dev…

Written by Eric Bradlow, GBK Co-Founder and Vice Dean for Analytics at the Wharton School

We’ve all heard of the term the “hot hand” in the context of sports. Basketball players go fr…

Written by Eric Bradlow, GBK Co-Founder and Vice Dean for Analytics at the Wharton School, GBK Collective, and Jeremy Korst, President, GBK Collective

Gartner recently published their Predicts 2019 research report, outlining sever…

Written by Eric Bradlow, GBK Co-Founder and Vice Dean for Analytics at the Wharton School

As a marketing professional, it’s in your best interest to ta…

Written by Eric Bradlow, GBK Co-Founder and Vice Dean for Analytics at the Wharton School, and Jeremy Korst, President, GBK Collective

As every marketer today knows, the ability to collect, analyze and ac…

Written by Jeremy Korst, President, GBK Collective

I recently joined the Rare Business podcast with author and consu…