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Featured Digital Articles


Is Your Business Ready for a Digital Future?

Research by MIT SMR shows that effective digital strategy is strongly associated with a company's overall digital maturity.


Thriving in an Increasingly Digital Ecosystem

To prepare for digital disruption, companies need to consider which of four business models to adapt.


From the Editor: Reflections on Change and Continuity

The Summer 2015 issue of MIT SMR highlights how digital business plays out in strategy, innovation and business transformation.


New: 2015 Data & Analytics Global Report

The Talent Dividend

April 25, 2015 | Sam Ransbotham, David Kiron and Pamela Kirk Prentice

The 2015 Data & Analytics Report by MIT Sloan Management Review and SAS finds that talent management is critical to realizing analytics benefits. This fifth annual survey of business executives, managers and analytics professionals from organizations located around the world captured insights from 2,719 respondents. It finds that organizations achieving the greatest benefits from analytics are also much more likely to have a plan for building their talent bench.


New Research in Digital Marketing


Creating Online Videos That Engage Viewers

The Holy Grail of modern online marketing is video content that “goes viral.” So how does it happen?


How Effective Is Location-Targeted Mobile Advertising?

New research shows that mobile advertising targeted to consumers based on their locations can be effective.


The Case for ‘Benevolent’ Mobile Apps

Smartphone apps that provide consumers with helpful information can improve users’ trust in a brand.


Customizing Social Media Marketing

There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.

Navigating Cultural Traditions

General Mills Builds Up Big Data to Answer Big Questions

May 29, 2015 | Wayde Fleener (General Mills), interviewed by Michael Fitzgerald

General Mills brought a data scientist into its Consumer Insights group because it wanted to use its existing data more effectively. The company thought it was making decisions based too much on outside data at the expense of what it knew. But figuring out what the company actually knew about its consumers was the challenge facing Wayde Fleener as he came on board. In an interview with MIT SMR’s Michael Fitzgerald, Fleener talks about how he got started in building a Big Data practice within his division.

Strategies for IT Governance