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.
Marketing Strategy
Latest
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.
Marketing Strategy
Beyond the Speed-Price Trade-Off
Advances in inventory and sales analytics make it possible to deliver products both cheaply and quickly.
Jason Acimovic, Michael K. Lim, and Ho-Yin Mak
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
Marketing Strategy
Finding Applications for Technologies Beyond the Core Business
Many companies overlook the potential of new applications for products they have sold for years.
Erwin Danneels and Federico Frattini
Business Models
The Store Is Dead — Long Live the Store
Legacy offline stores and online retailers are each finding their way to a new kind of shopping experience: the showroom.
David R. Bell, Santiago Gallino, and Antonio Moreno
Content Sponsored by Google
The 3 Challenges Organizations Confront on the Road to Data-Driven Marketing
The key lessons learned by Sprint, Bayer and Tapestry in implementing data-driven strategies.
MIT SMR Custom Studio on behalf of Google
Digital Marketing
Avoid These Five Digital Retailing Mistakes
Retailers need to understand how website features and advances in AI affect consumer behavior.
Prabuddha De, Yu Jeffrey Hu, and Mohammad S. Rahman
Marketing Strategy
Seeking Scale? Think Old
An excerpt from The Longevity Economy describes the opportunities in catering to older adults.