Digital Marketing
Dating Disruption — How Tinder Gamified an Industry
Tinder’s entrance into the dating app industry was a literal game changer.
Digital Marketing
Latest
Digital Marketing
Is Deep Learning a Game Changer for Marketing Analytics?
Companies already use data to make marketing decisions. Will deep learning enable a leap forward?
Glen Urban, Artem Timoshenko, Paramveer Dhillon, and John R. Hauser
Content Sponsored by Google
The Keys to Winning Retailer-Brand Partnerships in the Digital Era
Co-op advertising lags behind consumers’ and marketers’ needs — here’s how it needs to change.
MIT SMR Connections
Analytics & Business Intelligence
An Executive Guide to the Fall 2019 Issue
MIT Sloan Management Review‘s Fall 2019 issue looks at customer experience, collaboration, and cybercrime.
MIT Sloan Management Review
Digital Marketing
Where Influencer Marketing Goes Wrong (and How to Fix It)
Influencer marketing offers a big return when done right. But many companies are doing it wrong.
Steve Oriola
Content Sponsored by Tata Consultancy Services
The New Era of Personalization
New competitors will require consumer packaged goods companies to engage directly with consumers.
Sudhakar Gudala, John R. Hauser, and Artem Timoshenko
Digital Marketing
Five Guidelines for Digital Retailing
Consumer behavior holds the key to online retail success.
Prabuddha De, Yu Jeffrey Hu, Mohammad S. Rahman, and Frieda Klotz
Digital Marketing
10 Principles of Modern Marketing
Lessons from technology marketing industry leaders in the digital era.
Ann Lewnes and Kevin Lane Keller
Digital Marketing
How Frictionless Should Things Be?
A look at the downside of user-friendly platforms, the dark web, and more.
Bruce Posner
Digital Marketing
Don’t Let Marketing Personalization Kill Your Brand
Brands must focus on what their customers have in common — not what makes them different.
Leslie Zane
Digital Marketing
Trapped in the Data-Sharing Dilemma
Are the benefits of data sharing with platforms worth the long-term price?
Jan Krämer, Daniel Schnurr, and Michael Wohlfarth
Digital Marketing
Deriving Value From Conversations About Your Brand
Online and off-line customer conversations about your brand require separate marketing strategies.
Brad Fay, Ed Keller, Rick Larkin, and Koen Pauwels
Content Sponsored by Tata Consultancy Services
Algo Retailing: The New Frontier to Unlocking Exponential Value
An industry executive and a scholar discuss how AI-based tools can transform the retail business.
Pratik Pal and Sharmila C. Chatterjee
Digital Marketing
Twitter Is Not the Echo Chamber We Think It Is
Research has exploded the myth that Twitter is an “echo chamber” — with implications for marketing.
Jesse Shore, Jiye Baek, and Chrysanthos Dellarocas
Analytics & Business Intelligence
Measure Your KPI Alignment
Are you on the path toward strong KPI alignment? Take this self-assessment to uncover challenges and opportunities based on your score.
Digital Marketing
Your Customers May Be the Weakest Link in Your Data Privacy Defenses
Apps that encourage users to share contact information expose companies to a huge security liability.
Bernadette Kamleitner, Vincent W. Mitchell, Andrew Stephen, and Ardi Kolah
Digital Marketing
The Right Way to Market to Millennials
To reach millennials, companies are turning to social media micro-influencers as brand ambassadors.
Jay I. Sinha and Thomas T. Fung
Digital Marketing
Pass the Word: Peer Influence Has Big Impact on Online Market Dynamics
A study of cryptocurrency markets dissects the role of peer influence in online purchasing decisions.
Alex “Sandy” Pentland
Analytics & Business Intelligence
From Winning Games to Winning Customers: How Data Is Changing the Business Side of Sports
Sports analytics leaders are now using data to understand fans as well as they know their players.
Elizabeth Heichler
Corporate Social Responsibility
With Great Platforms Comes Great Responsibility
How do we prevent bad actors from using social media platforms to manipulate the public?