Driving Growth with Analytics and Strategy at FTD

In the wake of the 2009 Valentine's Day rush, Robert Apatoff, president of world-class floral gifting company Florists' Transworld Delivery, Inc.--better known as FTD--pondered preliminary test results he had received from the head of his consumer division regarding an experimental marketing approach referred to as the "Good, Better, Best" (GBB) program.