Marketing Analytics

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An Executive Guide to the Winter 2020 Issue

MIT Sloan Management Review’s Winter 2020 issue explores the dilemmas managers face in using blockchain, machine learning, and marketing analytics effectively; strategies to recognize potential threats to your business; the underpinnings of successful organizational transformation; and meeting the emotional and educational needs of your employees.

Is Deep Learning a Game Changer for Marketing Analytics?

The technology that underpins deep learning is becoming increasingly capable of analyzing big databases for patterns and insights. Before long, companies will be able to integrate a wide array of databases to discern what consumers want, and then leverage that information for market advantage. Deep learning might also be used to design products to meet consumers’ personal needs. Different types of organizations will try to harness the powers of deep learning in their own ways.

Front Office, Disrupted

The explosion of streaming media offers fans unlimited access to sports and entertainment. So how can teams entice their audience to the events happening here and now? Sports Innovation cofounder and CEO Angela Ruggiero says success starts with understanding just how fans’ behavior has changed with the advent of digital technology — meaning, executives of sports companies and media outlets alike must be willing to completely rethink how they approach their marketing.

Five AI Solutions Transforming B2B Marketing

  • Read Time: 8 min 

B2B Marketing departments never have enough time, manpower, or money. AI solutions such as automated emails and predictive analytics can help companies push back against these constraints. AI marketing products can act as a force multiplier. Imagine filling your headquarters with thousands of brilliant marketers, expertly analyzing data and providing actionable insights that increase the productivity of your existing marketing team.

The Big Data Problem That Market Research Must Fix

  • Read Time: 9 min 

Insight into what customers really care about often is hampered by the quality of the information being collected. Big data can support smart market research, but only if researchers embrace psychometric best practices and the basics of understanding what it is they want to measure and how. That means asking the right questions, asking enough questions, understanding how to weigh questions, and taking into consideration how people felt about the brand to begin with.

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Sponsor's Content | Why a Data and Analytics Strategy Today Gives Marketers an Advantage Tomorrow

  • MIT SMR Custom Studio | Content Commissioned for Google Analytics 360 Suite

Nearly 90 percent of senior marketers in a recent survey said an understanding of user journeys across devices and channels is critical to marketing success. No wonder: Leading brands are those that build a foundation of data and analytics to deliver personalized, relevant experiences throughout the customer journey. Determining and measuring the most effective customer engagements is something each organization must do through experimentation, which requires new skills, mindsets and processes.

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