Marketing

Featured Marketing Articles

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Improving Strategic Execution With Machine Learning

Businesses are redefining how they create value, says MIT SMR’s 2018 Strategic Measurement study.

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#MITSMRChat: Rethink Your KPIs and Target Your Customers More Effectively

Join us on Twitter to discuss how next-generation measurement can drive change in your organization.

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How to Launch Products in Uncertain Markets

Before your next large-scale product launch, try leveraging uncertainty for competitive advantage.

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On-Demand Marketing

Beyond the Speed-Price Trade-Off

Frontiers |

In response to increasing consumer demands for faster deliveries without added cost, more companies are implementing IT solutions that enable access to real-time sales data and inventory data across the whole enterprise. Real-time sales and inventory information, coupled with advanced analytics enables networks to accommodate fluctuations and changes in the business environment quickly, a quality the authors call distribution agility.

How Analytics and AI Are Driving the Subscription E-Commerce Phenomenon

Box subscription companies are growing dramatically, using a high level of personalization and artificial intelligence algorithms to keep customers satisfied and eager for more. Their astute use of social media and influence marketing has also contributed to their startling success.

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The Need to Become Outcome-Oriented

Selling Solutions Isn’t Enough

August 1, 2018 | Hannah Grove, Kevin Sellers, Richard Ettenson, and Jonathan Knowles

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.

Managing the Customer Relationship

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Digital Retailing Don’ts

Avoid These Five Digital Retailing Mistakes

Frontiers |

January 16, 2018 | Prabuddha De, Yu Jeffrey Hu, and Mohammad S. Rahman

Today’s retailers need to adopt a data-driven view — with the goal of understanding how website features and advances in AI will affect consumer behavior.

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Finding the Optimal Price Point

Master the Challenges of Multichannel Pricing

Frontiers |

Retail customers may accept different prices on different channels — but retailers need to manage new complexities to make it work. These include understanding what customers value in each channel and how that affects what they will pay, giving store employees the right language for talking about price differences, and working out operational challenges. Getting it right has a real payoff: Retailers that effectively price differently across all channels see bottom-line growth of 2 to 5%.

The New Frontier of Price Optimization

Frontiers |

Identifying the optimal prices for products was once a time-consuming process. That’s changing as businesses start to take advantage of advances in machine learning, increases in computing speed, and greater availability of data.

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