Digital Marketing
Are You Using the Return on Investment Metric Correctly?
To calculate ROI accurately, you need to estimate the fraction of profits attributable to the investment.
Social Media
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Digital Marketing
How Should You Calculate Customer Lifetime Value?
Should marketers subtract the cost of acquiring a customer before assessing that customer’s lifetime value (CLV)?
Neil T. Bendle and Charan K. Bagga
Digital Marketing
Should You Use the Value of a “Like” as a Metric?
Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans.
Neil T. Bendle and Charan K. Bagga
Digital Marketing
Should You Use Net Promoter Score as a Metric?
Although the simplicity of net promoter score is appealing, the metric has limited support from academics.
Neil T. Bendle and Charan K. Bagga
Digital Marketing
Should You Use Market Share as a Metric?
Market share is a hugely popular metric. But is it really useful?
Neil T. Bendle and Charan K. Bagga
Innovation Strategy
People Management by Algorithm
What’s happening this week at the intersection of management and technology.
Theodore Kinni
New Product Development
Customizing Your Social Strategy to the Platform
Companies that want to draw innovation ideas from social media need customized approaches.
Tucker J. Marion, Deborah Roberts, Marina Candi, and Gloria Barczak
New Product Development
Getting Product Development Right
Companies must better gauge whether potential customers will appreciate their innovations.
Martha E. Mangelsdorf
Digital Marketing
Finding the Right Role for Social Media in Innovation
Social media provides a game-changing opportunity to support innovation and new product development.
Deborah L. Roberts and Frank T. Piller
Digital Marketing
The Metrics That Marketers Muddle
Despite their importance, five popular marketing metrics are regularly misunderstood and misused.
Neil T. Bendle and Charan K. Bagga
Managing Your Career
What Companies Should Learn About Social Media From American Politics
Companies looking to social media for guidance in decision making should be wary of the “filter bubble” effect.
Gerald C. Kane
Culture
Balancing Tradeoffs in Social Media
If companies want to succeed at social business, they need to develop a culture that embraces social media.
Gerald C. Kane
Developing Strategy
Leading in the Age of Super-Transparency
How can companies adapt themselves to the demands of super-transparency?
Robert D. Austin and David M. Upton
Customers
Setting Up Digital to Tell Stories to a Global Audience
At the Metropolitan Museum of Art, digital and social media is bringing art and treasures to the world.
Sree Sreenivasan (Metropolitan Museum of Art), interviewed by Gerald C. Kane
The Post-Email Organization
Switching from email communication to a social media platform can improve organizational networks — with benefits for employee performance.
Gerald C. Kane
Digital Transparency and Permanence
How can enterprises balance the good and the bad of digital transparency?
Gerald C. Kane
Analytics & Business Intelligence
Using Unstructured Data to Tidy Up Credit Reporting
Equifax credit reporting agency is beginning to incorporate unstructured data from sources such as social media.
Greg Jones (Equifax), interviewed by Sam Ransbotham
Digital Marketing
Creating Online Videos That Engage Viewers
The Holy Grail of modern online marketing is video content that “goes viral.” So how does it happen?
Dante M. Pirouz, Allison R. Johnson, Matthew Thomson and Raymond Pirouz
Collaboration
Are Social Media’s Benefits Getting Lost in Translation?
For multinational companies, language barriers are a key obstacle to social business. Can a multilingual approach work?
Gerald C. Kane, Mohamed-Hedi Charki and Nabila Boukef
Platforms & Ecosystems
Simplifying the Enterprise Social Media Landscape
Social media platforms abound. Is there a simple way to decide which one(s) a company should focus on?