MIT Sloan Management Review Article on How Customer Connections Can Help Drive Decision-Making for Marketers

No organization has escaped the pandemic’s impact, but for many companies, the experience has allowed them to learn more about their own customers. In many ways, it’s been an instant exercise in building empathy for them.

For Eventbrite, the global ticketing and event technology platform, the growing recognition of customer needs occurred as the company focused on helping event creators and attendees adapt to rapid change. I recently spoke with Eventbrite’s chief marketing officer, Tamara Mendelsohn, about how deepening customer connections has reshaped her team’s marketing efforts throughout the pandemic and what opportunities might lie ahead when it comes to changing customer attitudes and behavior.

About the Author

Tamara Mendelsohn is chief marketing officer at Eventbrite. Ally MacDonald (@allymacdonald) is senior editor at MIT Sloan Management Review.

Learn more about MIT SMR.