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Hillstrom's Personas: How Judy, Jennifer, and Jasmine Define the Future of Marketing Paperback – April 4, 2012

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Hillstrom's Personas: How Judy, Jennifer, and Jasmine Define the Future of Marketing + Hillstrom's Email Marketing Excellence: Using Email Forensics to Prove Email Marketing Isn't Dead (Volume 1) + Hillstrom's Merchandise Forensics: A Case Study In Understanding Why Merchandising Issues Impact Marketing Productivity And Business Health
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Editorial Reviews

About the Author

Kevin Hillstrom is an analytics expert with nearly twenty-five years experience mining customer files. CEOs, Owners, Presidents, and Executives utilize Kevin’s insights to profitably grow businesses, regardless of economic conditions. Kevin founded MineThatData in 2007. In the past five years, Kevin analyzed more than three hundred business years of customer data across sixty-five brands, uncovering customer trends not easily identifiable in traditional analytics platforms. In the past two years alone, Kevin identified more than $24,000,000 in annual profit opportunities for his clients. Prior to founding MineThatData, Kevin held various Leadership positions at a series of retail brands. From 2001 to 2007, Kevin was Vice President of Database Marketing at Nordstrom, an eight billion dollar retail and e-commerce apparel brand. During his time at Nordstrom, Kevin participated on Leadership teams responsible for reversing a $300,000,000 e-commerce loss in 2000 within just two years. In 2005, Kevin helped shut down a $36,000,000 catalog marketing budget. In the twelve months after shutting down this division, e-commerce sales actually increased, and retail comp store sales increased. Both outcomes were opposite of widely-held beliefs about the effectiveness of catalog marketing. Both outcomes strongly shape Kevin’s analytical approach to reducing advertising budgets for current clients, helping current clients achieve superior performance. From 1995 to 2000, Kevin was employed by Eddie Bauer. In his position as Director of Circulation, Kevin eliminated the majority of discounts and promotions offered to customers in the catalog and e-commerce channel. In the year after making this change, a break-even channel experienced record profitability, even on a five percent reduction in annual net sales. From 1990 to 1995, Kevin was employed by Lands’ End. In his position as Manager of Analytical Services, Kevin implemented a testing strategy that measured the incremental sales volume generated by each business unit at Lands’ End. This testing strategy is widely used today in website optimization program, and it formed the basis for the analytical work Kevin performs for clients today. From 1988 to 1990, Kevin was employed by the Garst Seed Company, where he helped analyze corn and sorghum research trials.

More About the Author

My name is Kevin Hillstrom. I am President of MineThatData, a consultancy that helps CEOs understand the interaction between customers, products, brands, channels, service, and merchandise. Since founding MineThatData in 2007, I have worked with more than 100 brands, generating tens of millions of dollars of incremental, annual profit for my clients.

Prior to founding MineThatData, I spent six years at Nordstrom as Vice President of Database Marketing. I also spent a year at Avenue A, five years at Eddie Bauer as Director of Circulation and Analytics, five years at Lands' End as Manager of Analytical Services, and two years at the Garst Seed Company.

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