Marketing

If your brand is on Instagram or other social media platforms, your current followers are likely also your future customers.

Performance topology maps offer managers a signpost pointing toward smarter strategies.

To calculate ROI accurately, you need to estimate the fraction of profits attributable to the investment.

How human vigor and algorithmic rigor are joining forces in the sales function.

Should marketers subtract the cost of acquiring a customer before assessing that customer’s lifetime value (CLV)?

Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans.

Adobe uses a variety of social business activities to create a great experience for employees and customers.

Although the simplicity of net promoter score is appealing, the metric has limited support from academics.

What’s happening this week at the intersection of management and technology.

Market share is a hugely popular metric. But is it really useful?

Research from MIT’s Initiative on the Digital Economy offers new insights into platform markets and network effects.

What’s happening this week at the intersection of management and technology.

Companies that want to draw innovation ideas from social media need customized approaches.

Companies must better gauge whether potential customers will appreciate their innovations.

Companies often don’t focus enough on understanding how customers decide what to purchase.

Social media provides a game-changing opportunity to support innovation and new product development.

Products connected to the Internet of Things are providing unprecedented levels of information.

Despite their importance, five popular marketing metrics are regularly misunderstood and misused.

Crowdfunding backers are important for the feedback, ideas, and word of mouth they provide to entrepreneurs.

Peer-to-peer businesses are shaking up fundamental assumptions about how the economy works.