Marketing Strategy
Ethnography in Action at Wells Fargo
Wells Fargo Bank used ethnography to better understand how customers use its products.
Customer Data
Latest
Data & Data Culture
Raising the Bar With Analytics
Managers have an increasing appetite for analytics, according to a 2013 MIT Sloan Management Review / SAS survey.
David Kiron, Pamela Kirk Prentice and Renee Boucher Ferguson
Customers
Why Managing Consumer Privacy Can Be an Opportunity
Managing consumer data courteously can be a way to build a good relationship with customers.
Avi Goldfarb and Catherine Tucker
Marketing Strategy
How to Identify the Best Customers for Your Business
Pursuing growth opportunities without defining your ideal customers can hamper profitable growth.
Frank V. Cespedes, James P. Dougherty and Ben S. Skinner III
Analytics & Business Intelligence
Location Analytics: Bringing Geography Back
Remember geography lessons in school, painstakingly memorizing the longest rivers, cultures of various regions, the state capitals?
Simon Thompson (Esri), interviewed by Renee Boucher Ferguson
Ethics
Ethical Quandary in the Age of Big Data: Avoid Creepiness
There isn’t yet a common vocabulary for discussions around the ethical use of big data.
Renee Boucher Ferguson
Business Models
Linking Customer Loyalty to Growth
By Timothy L. Keiningham, Lerzan Aksoy, Bruce Cooil and Tor Wallin Andreassen
Marketing Strategy
Selectively Pursuing More of Your Customer’s Business
James C. Anderson and James A. Narus
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