Brands must focus on what their customers have in common — not what makes them different.
Online and off-line customer conversations about your brand require separate marketing strategies.
Brad Fay, Ed Keller, Rick Larkin, and Koen Pauwels
Northwestern Mutual has found that KPIs are necessary for the future of marketing.
Aditi Javeri Gokhale
Data best supports marketing when researchers fully understand what they want to measure and how.
Ken Faro and Elie Ohana
Executives in the automotive sector believe that machine learning can help them achieve their marketing goals, but that doesn’t necessarily mean they invest in that ambition.
Michael Schrage and David Kiron
Businesses are redefining how they create value, says MIT SMR’s 2018 Strategic Measurement study.