Customer Acquisition & Retention

Improving customer experience offers more long-term benefits than “earn-and-burn” loyalty programs.

MIT Sloan Management Review’s first annual cross-industry survey of senior executives in collaboration with Google offers insight into organizations’ use of key performance indicators in the digital era.

Join the co-authors of “Using Analytics to Improve Customer Engagement” and special guest Teddy Bekele as they show how analytical innovators are gathering and sharing data to build loyalty and keep customers.

Organizations that make use of data from a variety of sources excel at customer engagement, as explained in the 2018 Data & Analytics Report.

An excerpt from The Longevity Economy describes the opportunities in catering to older adults.

Manufacturers may be able to charge higher prices to customers planning to rent out big-ticket items.

Product features designed to attract new customers differ from features that retain customers.

To calculate ROI accurately, you need to estimate the fraction of profits attributable to the investment.

Should marketers subtract the cost of acquiring a customer before assessing that customer’s lifetime value (CLV)?

Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans.

Although the simplicity of net promoter score is appealing, the metric has limited support from academics.

Market share is a hugely popular metric. But is it really useful?

Despite their importance, five popular marketing metrics are regularly misunderstood and misused.

An online questionnaire helps assess how well a company’s supply chain and sales operations are integrated.

Reputation is central to the new sharing economy — and data is the key to reputation.

Joining the supply and demand sides of an enterprise presents an opportunity for efficiency and value creation.

The NHL’s following on Pinterest outscores all other sports leagues. Its secret: a mastery of social media strategy.

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

Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.

Digital technologies are helping companies finesse trade-offs between complexity’s costs and benefits.