Marketing

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Deriving Value From Conversations About Your Brand

Companies often treat social media as the conversation that represents what consumers are saying about any given brand. But research shows that online and off-line conversations are different beasts. Even though they both drive sales, they need to be measured and managed separately.

Improving Strategic Execution With Machine Learning

Our 2018 Strategic Measurement research shows that companies using machine learning to optimize business processes and decision-making have distinct advantages over those that aren’t investing in ML. By using ML technology to make KPIs more predictive and prescriptive, these data-driven companies are redefining how to create and measure value.

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.

Complexity’s Competitive Edge

IHG is gaining a competitive advantage from applying advanced analytics to pricing and marketing. “Addressing complexity, if you can address complexity in modern marketing, gives companies a competitive advantage that can take time for competitors to replicate,” say IHG executives Larry Seligman, Jim Sprigg, Angela Galeziowski, and Dev Koushik, in a group interview.

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