Marketing Strategy

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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.

The Magic That Makes Customer Experiences Stick

Research has shown that memorable experiences can drive customer decisions as much as price and functionality. Yet there have been few meaningful improvements in customer experience over time. The missing ingredient? Emotion. Customers want their choices to align as much with their feelings and senses as with their values and ethics. The rational approaches taught at most business schools — offer more value for money, add features, make service more efficient — are not enough.

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10 Principles of Modern Marketing

  • Research Highlight
  • Read Time: 19 min 

Mastering technology is not the only criteria for success in the modern marketing era — the right people and processes must also be put in place to properly develop, manage, and nurture the benefits of emerging tools. To be successful in the digital era, marketers should adopt the best new modern practices as well as rethink and refine classic approaches.

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.

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.

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Bill It, Kill It, or Keep It Free?

Many B2B companies seek to grow beyond traditional product lines by venturing into new services. Yet they often overlook the opportunity to capture sales from free services they provide. This article outlines the free-to-fee, or F2F, service transition. It shows how to inventory free services (categorizing them as profit drains, distributor delights, competitive weapons, or gold nuggets) and lays out a path for profitably generating revenues.

Creating Satisfying Customer Experiences With Machine Learning

  • Video | Runtime: 0:02:16

According to Northwestern Mutual’s chief marketing officer, marketing should be more than a support function — it should be a strategic growth driver. In this video, Aditi Javeri Gokhale describes how the company used KPIs to train machine learning algorithms to build an online experience that pairs customers with financial advisors. Its success rate: over 95%.

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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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.

How to Launch Products in Uncertain Markets

How should companies launch products in times of uncertainty? Should they “wait and see” until uncertainty resolves — or commit to a full-scale launch and ride it out? Conventional wisdom says being early to market is the right choice, but that is not always the case. Many companies can benefit from a mixed, “act and see” approach.

Selling Solutions Isn’t Enough

Rather than trying to sell standardized products or services to the biggest possible set of buyers, B2B companies need to develop ways to help specific customers achieve better outcomes. Instead of describing their solutions, companies first need to understand customers’ specific challenges, objectives, operating practices, and competitive environment, then create offerings to deliver value within a customer’s specific business context and culture.

Why Customer Experience Is Key for Loyalty Programs

  • Read Time: 6 min 

Loyalty programs provide great value for companies by driving higher sales and boosting brand affinity. However, companies employing traditional “earn-and-burn” rewards programs for customers may miss out on long-term benefits. Tailoring programs to offer great customer experience is key — and when companies implement both types of benefits into their programs, they’re more likely to beat out competitors and build brand loyalty.

Leading With Next-Generation Key Performance Indicators

MIT Sloan Management Review and Google’s new cross-industry survey about key performance indicators (KPIs) asked senior executives to explain how they and their organizations are using KPIs in the digital era. The results shed light on the challenges and emerging opportunities companies face when using KPIs, demonstrate the many ways advanced use of KPIs can benefit organizations, and offer steps executives can take to make the most of KPIs going forward.

Showing 1-20 of 117