Industry Eye: Case Study - Green Valley Pecan Co. Is Nuts About Its Revamped Marketing Database

Pecan trees weren’t the only things that needed to grow for Green Valley Pecan to remain in business. A customer database that had atrophied over the years left the 61-year-old family-run business stagnant and looking for answers. Poor data hygiene, lackluster creative, uninspiring merchandise presentation, and unsophisticated data analysis and e-commerce capabilities all were holding the company back.