Data Analytics

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Image courtesy of Hokey Pokey.

Increasing the ROI of Social Media Marketing

Marketers know social media should be a powerful way to generate positive word-of-mouth. If marketers can select the right platform, design the right message and engage the right users to spread that message, their campaign should succeed. One successful campaign — which marketers can look to as an example — took place at Hokey Pokey Ice Cream Creations, an upscale ice-cream retailer in India. By following a seven-step process, Hokey Pokey substantially improved its social media marketing.

Jeanne Ross, director of the MIT Sloan Center for Information Systems Research

Do You Need a Data Dictator?

Some companies have a counting problem when it comes to data. Revenues, customers and leads can be counted the same way by all managers…or not. Director of MIT’s Center for Information System Research discusses the growing interest in data analytics and how one company that was in the red dealt with business unit heads all of whom were reporting profits.

Image courtesy of the US Army.

Quick Wins Help Avoid Culture Obstacles on the Path to Value

“The biggest predictor of success…has been when there’s a strong business sponsor involved,” says Randy Bean, co-founder of NewVantage Partners. Broad-based organizational support usually follows when the business sees how analytics will improve the top and bottom line.

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Morph the Web To Build Empathy, Trust and Sales

We’ve long been able to personalize what information the Internet tells us — but now comes “Web site morphing,” and an Internet that personalizes how we like to be told. For companies, it means that communicating — and selling — will never be the same.

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A Plan to Invent the Marketing We Need Today

The discipline of marketing hasn’t kept up with the rapid changes facing 21st-century businesses. New scholarship doesn’t have enough management relevance, and practicing marketers are too often forsaking rigor. Here are seven strategies that can make marketing both relevant and rigorous in today’s world.

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