Blog

Showing 41-60 of 841

DA-Amsterdam-Case-Study-Summary-1200

Six Lessons From Amsterdam’s Smart City Initiative

The city of Amsterdam is becoming a model for “smart cities” through its innovation efforts to improve the lives of its employees and inhabitants. This case offers insights into what it takes to achieve these goals, including: taking the crucial step of doing an initial inventory of data available; using and integrating data from the private sector; and experimenting and learning from pilot projects.

advertisement

LE-Spears-Avoid-Crisis-Small-Picture-Photo-Polaroid-1200

Lessons from Kunduz: Prevent Disaster by Paying Attention to the Little Picture

  • Read Time: 7 min 

Debates about assigning responsibility and meting out punishment rarely address the bigger issue: how to prevent major failures from happening in the first place. Indeed, when we focus primarily on punishment, without addressing the precipitating factors—both technological and organizational — we are inadvertently exposing ourselves to risk of recurrence.

Muddle-Marketing-Return-on-Investment-ROI-Metrics-1200

Are You Using the Return on Investment Metric Correctly?

  • Read Time: 3 min 

The biggest challenge with ROI isn’t a technical deficiency but confusion over how it is used. “To calculate ROI accurately, you need to be able to estimate the fraction of profits attributable to the investment,” write Neil T. Bendle and Charan K. Bagga. “In order to calculate ROI, there must be a return (a profit associated with the investment) and an investment. Unless you have both, you cannot calculate ROI.”

FR-Wilson-Machine-Learning-Sales-Function-1200

Sales Gets a Machine-Learning Makeover

New advances in machine learning are allowing sales teams to manage huge amounts of data to become more effective and efficient. Our research suggests three main ways machine learning is being successfully integrated into sales processes. First, it allows for a scientific approach that clarifies opaque parts of the sales process. Second, it enables more-effective data-driven experimentation. Third, it automates administrative duties that take time away from higher-value tasks.

advertisement

Muddle-Marketing-Customer-Lifetime-Value-Metrics-1200

How Should You Calculate Customer Lifetime Value?

  • Read Time: 3 min 

Should marketers subtract the cost of acquiring a customer before assessing that customer’s lifetime value (CLV)? Most of the time, no. “CLV is easier to understand, and in our view more useful, if marketers don’t subtract the acquisition cost from their calculation of CLV before reporting it,” write Neil T. Bendle and Charan K. Bagga. “Imagine that a company is selling an old machine. In this scenario, the company’s managers would expect to receive the machine’s current value, not the current value less what the company paid to buy the machine when new.”

salient-stank-supply-demand-1200

Free Webinar: Integrating Sales and Operations

On May 12 at 1 pm ET, Professor Theodore Stank, co-author of “Integrating Supply and Demand” from MIT SMR’s Summer 2015 issue, joins contributing editor Steven Paul to present his research on how some companies have bridged the perennial divide between demand generation and the supply chain in a way that maximizes the value to their customers and to themselves. Professor Stank describes how to avoid having sales generation become disconnected from the operations required to fulfill that demand

Muddle-Marketing-Likes-Metrics-1200

Should You Use the Value of a “Like” as a Metric?

  • Read Time: 3 min 

Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans. Fans are often more favorable toward a brand to start with than nonfans are — indeed, this is probably what motivated them to affiliate in the first place. As well, social media spending should not be justified by an observed difference in customer value that may not have been caused by social media spending. Instead, to understand social media marketing’s impact, companies should run randomized experiments.

advertisement

DL-Kane-Future-Strategic-Digital-Planning-1200

Predicting the Future: How to Engage in Really Long-Term Strategic Digital Planning

  • Read Time: 5 min 

Companies need to look at their digital strategies over a 10 – 20 year timeframe. The trends that are beginning now, no matter when they materialize, could be significantly disruptive for all businesses. One of those — self-driving cars — will affect some industries more than others, including auto dealers, manufacturers, government, retail, and real estate. An increasingly digital competitive environment demands developing both short- and long-term digital strategies.

FR-Matthias-Winkenbach-Remapping-Last-Mile-Urban-Supply-Chain-1200

Remapping the Last Mile of the Urban Supply Chain

  • Read Time: 6 min 

There are many reasons to believe we are on the crest of substantial progress with even the most challenging of last mile deliveries. Innovative models such as smart locker systems, the use of electric vehicles, and on-demand fleet services such as UberRUSH are being explored. The MIT Megacity Lab is helping identify customer-specific insights about how supply chains deliver products to urban customers and finds that autonomous delivery vehicles, while still years from wide-scale implementation, hold game-changing promise.

Muddle-Marketing-Net-Promoter-Score-Metrics-1200

Should You Use Net Promoter Score as a Metric?

  • Read Time: 5 min 

The net promoter score (NPS) has become one of the most widely used marketing metrics. Consumers answer a simple question (How likely is it that you would recommend X?) on a scale from 0 to 10. Customers who answer 9 or 10 are considered promoters; those who answer 6 or less are rated as detractors. The score is the percentage of promoters minus the percentage of detractors. One of the strongest selling points of NPS is its simplicity. But the value of NPS may depend upon whether a manager sees it as a metric or as a system.

MM-MIT-Managers-Goodbye-Traffic-Lights-1200

MIT for Managers: Goodbye Traffic Lights?

  • Read Time: 4 min 

The next time you’re sitting at a red light, savor the moment. If researchers from MIT’s SENSEable City Lab and the Ambient Mobility Lab have their way, your hours of waiting at traffic lights could be numbered. In an article published in PLoS One, a team led by MIT’s Carlo Ratti and Paoli Santi describe a system in which automobiles and transportation infrastructure would interact though an algorithm that would manage the safe flow of cars through busy intersections.

Showing 41-60 of 841