Where Influencer Marketing Goes Wrong (and How to Fix It)

Steve Oriola

Social media has become such an important way of reaching customers and audience, especially among younger consumers, that marketers have faced something of a Wild West scenario when trying to leverage influencer programs. Here’s what they’re doing wrong — and how to ensure a strong, successful campaign using influencers.

Beyond Viral: Generating Sustainable Value From Social Media

Frontiers |

Manuel Cebrian et al.

Social media provides the fuel for unpredictable, temporary mobilization, rather than steady, sustainable change. To reverse this trend and reap more enduring benefits from social media requires a fundamental change in focus. Research shows that incentive networks are an important middle layer between ideologies and activity in online digital platforms such as Twitter and Facebook. So, too, is a focus on establishing loyalty and stickiness rather than just “likes” and retweets.

Trapped in the Data-Sharing Dilemma

Frontiers |

Jan Krämer et al.

There are clear benefits for companies allowing website users to login with social media platforms such as Facebook, Twitter, Amazon, and Google. But the ease of user access that social logins make possible comes at a price: The platforms learn a great deal more about users’ buying and searching behavior via these agreements — information that could wind up helping the company’s competitors (including the platform itself) down the line.

Using Data Science to Avoid Global Pricing Chaos

Andrea Marron

E-commerce and omnichannel retail strategies have revolutionized the way consumers buy products, but maintaining consistent pricing across global markets can be an obstacle for organizations. By harnessing a focused data science strategy, organizations can avoid pricing pitfalls.