Customers
Five Key Elements of Problem-Centric Selling
Here’s how to ensure your sales teams know their customers’ problems.
Marketing Strategy
Latest
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
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
Disruption
How Retail Responds to Disruption
Retailers can avoid displacement and connect with customers by focusing on digital experience.
Ally MacDonald
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
Analytics & Business Intelligence
The Hidden Side Effects of Recommendation Systems
Recommendation algorithms don’t just reflect consumer preferences — they also shape them.
Gediminas Adomavicius, Jesse Bockstedt, Shawn P. Curley, Jingjing Zhang, and Sam Ransbotham
Marketing Strategy
Bill It, Kill It, or Keep It Free?
B2B companies can seize new sales by charging for services they’ve been giving away.
Wolfgang Ulaga and Stefan Michel
Developing Strategy
Creating Satisfying Customer Experiences With Machine Learning
Northwestern Mutual has found that KPIs are necessary for the future of marketing.
Aditi Javeri Gokhale
Developing Strategy
Why Brand Trumps Reputation
The latest revival of Nike’s “Just Do It” campaign shows the power of prioritizing customer demand over social approval.
Jonathan Knowles and Richard Ettenson
Analytics & Business Intelligence
The Big Data Problem That Market Research Must Fix
Data best supports marketing when researchers fully understand what they want to measure and how.
Ken Faro and Elie Ohana
AI & Machine Learning
Machine Learning in the Automotive Industry: Aligning Investments and Incentives
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
Data & Data Culture
Using Data Science to Avoid Global Pricing Chaos
Five steps to make sure your data and analytics efforts pay off in the long term.
Andrea Marron
AI & Machine Learning
Improving Strategic Execution With Machine Learning
Businesses are redefining how they create value, says MIT SMR’s 2018 Strategic Measurement study.
Michael Schrage and David Kiron
Marketing Strategy
How to Launch Products in Uncertain Markets
Before your next large-scale product launch, try leveraging uncertainty for competitive advantage.
Jan-Michael Ross and Jan Hendrik Fisch
Marketing Strategy
Selling Solutions Isn’t Enough
B2B companies need to develop ways to help specific customers achieve better outcomes.
Hannah Grove, Kevin Sellers, Richard Ettenson, and Jonathan Knowles
Analytics & Business Intelligence
Why the Data Marketplaces of the Future Will Sell Insights, Not Data
MIT professor Munther Dahleh proposes a marketplace for data that bases the cost of data on the financial value it generates
Munther Dahleh, interviewed by Elizabeth Heichler
Customers
Why Customer Experience Is Key for Loyalty Programs
Improving customer experience offers more long-term benefits than “earn-and-burn” loyalty programs.
Jess Huang, Phyllis Rothschild, and Jamie Wilkie
Analytics & Business Intelligence
Leading With Next-Generation Key Performance Indicators
MIT Sloan Management Review’s first annual cross-industry survey of senior executives in collaboration with Google offers insight into organizations’ use of key performance indicators in the digital era.
Michael Schrage and David Kiron
Analytics & Business Intelligence
Master the Challenges of Multichannel Pricing
Retailers have new challenges in getting customers to accept different prices on different channels.
Walter Baker, Gadi BenMark, Manish Chopra, and Sajal Kohli
Marketing Strategy
Interactive Infographic: Customer-Focused KPIs Fuel the Future of Business
What sets leading companies apart is not so much the number of metrics they track but how they use them to better engage customers — and thereby grow their businesses.