Marketing Analytics

The retailer’s experiments in immersive commerce offer marketing leaders lessons on reaching a new set of consumers.

Many marketing teams struggle to identify metrics that will support business strategy. A change in approach can help.

Shifting emphasis from customer lifetime value to customer portfolio lifetime value can drive future revenue and lower costs.

Better-informed decisions on customer relationship conversion, leverage, and defense can drive revenue and lower costs.

Rethinking assumptions about customer wants, improving the R&D process for new projects, and addressing data challenges.

A new tool for designing an analytics architecture can help marketers improve customer experience outcomes.

MIT SMR’s upcoming Executive Guide will discuss how companies can adapt to meet customers’ shifting expectations.

MIT SMR Winter 2020 examines workers’ emotions and education, tech dilemmas, and how best to transform.

Companies already use data to make marketing decisions. Will deep learning enable a leap forward?

Innovations from the front office are keeping fans engaged and disrupting the staid order in sports.

AI offers a helping digital hand to overburdened B2B marketing departments.

Data best supports marketing when researchers fully understand what they want to measure and how.

A webinar on how a documented data and analytics strategy can serve as a blueprint to guide marketers and decision makers in their daily roles.

Marketers need a holistic data and analytics approach to deliver personalized customer experiences.

How human vigor and algorithmic rigor are joining forces in the sales function.