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WHY Report

November 10, 2016

How Game Theory Improves Dating Apps

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Traditional heterosexual dating apps have a fatal flaw: women get flooded with low-quality messages – at best vapid, at worst boorish – to the point where checking the inbox becomes an unappealing chore. Partly as a result, men see most of their messages ignored. Nobody is happy, but nobody can do anything about it. Well, none of the users, individually, can. But a new generation of dating apps impose limitations on daters that might liberate them.

Don't hate the player.

October 19, 2016

Meet the Woman Who Could Turn Jet.com Into the Digital Era's Ultimate Challenger Brand

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For the past year and a half, Liza Landsman has taken on a massive challenge: overseeing marketing, branding and analytics as chief customer officer of ecommerce startup Jet.com as it attempts to compete with the retail Goliath that is Amazon. Landsman is building the Jet brand around the promise of making shopping fun through a gamified process that aims to shake up the way people shop for everything online: from household products to books, music, appliances, electronics and groceries.

We love a challenge.

August 31, 2016

Gatorade is Running a Serena Williams Snapchat Video Game Ad

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Gatorade is pushing the boundaries of Snapchat with a video game ad tied to the U.S. Open. The old-school tennis game features 22 levels with each representing one of Serena Williams’ Grand Slam wins. Level 23 will unlock on September 10, the day of the Women’s Finals, should Williams win.

We're not waiters, but boy, can we serve.

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