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videoVideo: Three ways to improve marketing return on investment
Optimizing marketing return on investment requires a clear understanding of what you want to measure – what does each element of the marketing mix bring to the bottom line? more
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Video: Marketing at “clickspeed”
The ability to change elements of marketing rapidly, such as life cycles and pricing, has dramatically altered the retail marketing landscape. more
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articleROI analytics for digital marketing
Media indicators adapted to the digital age, and backed by social media analytics, can help deliver value. more
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Infographic: Are you ready for the digital revolution?
The new customer decision journey has broad implications that ripple through every organization. more
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videoVideo: Data analytics: Three key challenges
Companies must decide which data to use, how to handle analytics, and then how to use the resulting insights to transform their operations. more
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articlePutting marketing ROI in the driver’s seat
Michael Lazerow, CMO of Salesforce Marketing Cloud, talks about the role of the CMO, and how the science of ROI is shaping marketing. Interview by Roxane Divol. more
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videoVideo: Digital excellence in retail means getting it right everywhere
Just start, step by step, improving each element of the entire retail value chain through the depth of data now available. more
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articleApplying advanced analytics in consumer companies
Big data and advanced analytics are already helping CPG companies make better and faster decisions in their day-to-day business. more
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articleUnder the retail microscope: Seeing your customers for the first time
New advanced analytics techniques allow companies to understand customer value in a completely different way. more
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Infographic: Five digital trends shaking up Europe
Europe’s second digital “big bang” is creating profound changes that companies need to adapt to if they want to grow. more
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videoVideo: The hurdles to effective retail marketing
Multiple data touchpoints and interactions challenge today’s CMOs, especially those that succeeded through a judgmental approach. more
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videoVideo: Making data analytics work: Building a data-driven organization
Getting the most out of Big Data requires organizational design, people and processes. more
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articleCustomer journey analytics and Big Data
McKinsey partner, Dorian Stone, and Clickfox CEO, Marco Pacelli, spoke at Fiserv Forum 2013 about the value of Big Data in understanding the customer journeys that matter. more
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articleBeyond the hype: Capturing value from Big Data and advanced analytics
Consumer-facing companies must be able to gather and manage the right data, turn it into insights, and translate those insights into effective frontline action. more
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Retail Marketing and Branding: Did you know?
Success in retail today requires business leaders to get the balance between science, art, and craft just right. more
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videoVideo: Modern marketing: Science, art, craft
What makes companies stand out in a changing landscape is how well data, creative, and execution come together. more
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articleUsing “Big Data” to optimize digital marketing
Companies have not yet reaped all the digital marketing benefits of “Big Data” and advanced analytics. more
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articleMarketing learns to speak the C-suite’s language
Jonathan Gordon, a McKinsey partner, talks about the future of marketing with Brian Solis, principal analyst at Altimeter Group. more
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articleCrunch time: Using Big Data to boost telco marketing capabilities
Breakthroughs in data storage and crunching power can transform the mountains of telco subscriber data into a marketing gold mine. more
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articleAdvertising in 2020: The demand for marketing on-demand
Advertising will evolve in many ways that no one can predict. But the trend towards “on-demand” marketing is already clear and is placing new demands on marketers’ leadership and skills. more
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articleAdvanced analytics for better decisions
Matthew Jauchius, CMO, Nationwide Insurance, discusses what it takes to build an organization that can use advanced analytics to make better decisions and deliver value. more
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articleThe case for crafting a Big Data plan
By assembling the building blocks of data, analytical models, tools, and people, companies can formulate an integrated big data plan. more
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article5 steps to squeeze more ROI from your marketing
To keep up with today’s channel-surfing customer, marketers need to move beyond traditional Marketing Mix Modeling. more
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videoVideo: Advanced analytics and the future of retail
BARCELONA – Alex Hoffman, Senior Director EMEA Consumer for PayPal, speaks about the changes sweeping through retail. more
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articleDriving digital change
McKinsey partner David Edelman joined Beth Comstock, CMO and SVP of GE, Sanjay Gupta, CMO of Allstate, and Laura Desmond, CEO at Starcom MediaVest Group, on a panel at Adobe’s recent CMO Connect event. more
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articleName your price: The power of Big Data and analytics
A new generation of pricing and revenue management practices can lead to meaningful results quickly. more
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videoVideo: The value of big data and advanced analytics
Advanced analytics helped increase demand generation at lower cost, explains Matt Jauchius, CMO of insurance company Nationwide. more
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videoVideo: Connecting marketing to the organization
Matt Jauchius, CMO of insurance company Nationwide, describes how he used advanced analytics to help relationships with three groups within the organization: IT, finance, and business unit leaders. more
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videoVideo: Speed and agility – the new requirements of marketing
For decision making to be fast, Matt Jauchius, CMO of insurance company Nationwide, explains how a set of capabilities needs to be centralized while still empowering edge units that interact with customers. more
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videoVideo: Advanced analytics: Three most important lessons
Matt Jauchius, CMO of insurance company Nationwide, explains what the three most critical lessons for him have been to drive and demonstrate growth. more
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videoVideo: Advanced marketing analytics and better decisions
Matt Jauchius, CMO of insurance company Nationwide, explains how advanced analytics helped the company make better allocation decisions to improve marketing return on investment (MROI) on millions of dollars. more
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articleCMO owns the growth agenda
While experimentation remains critical for innovating and spotting opportunities, 2013 will be about delivering and demonstrating value for CMOs. more
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articleBig Data: Stand and deliver in 2013
The “weight of responsibility” will shift from the data to the organization so that it can be agile and responsive enough to make those minute-by-minute adjustments and decisions. more
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videoVideo: Turning your marketing org into an advanced analytics org
Many talents now fit in marketing. Matt Jauchius, CMO of insurance company Nationwide, describes how to make it work. more
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videoVideo: Advanced analytics’ biggest issue: Talent
The CMO today needs to integrate the advanced analytics mindset into the marketing organization. more
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videoVideo: The evolution of the CMO: Strategic and analytical
Analytics is the language of finance, IT, and business unit leaders, and CMOs need to master it if they want to be influential within the company. more
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article
Retail Marketing and Branding: A definitive guide to maximizing ROI
Success in retail today requires business leaders to get the balance between science, art, and craft just right. more
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articleMarketing & IT in the Age of Big Data
At the NCDM conference, McKinsey’s Tim McGuire discussed how companies need to find talent that understands both marketing and technology. more
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articleMeet the ghost of marketing future: $200b for growth
Not that we’re comparing marketers to Scrooge, but the allegory of a crossroads from A Christmas Carol fits well with where marketing is today. more
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articleBig Data & Advanced Analytics: Success stories from the front lines
Companies that incorporate data into their operations show productivity rates much higher than those of their peers. more
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articleMobile Has Created The Veruca Salt Doctrine: I Want It, And I Want It Now
Mobile has delivered ubiquitous connectivity, and customers now expect meaningful information, service, and content from brands. more
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articleEight trends shaping digital marketing in the auto industry
Marketers need to shift digital marketing into overdrive to enable a new, highly effective, targeted, and “real-time” approach to customers. more
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videoVideo: The key to Big Data is keeping it simple
Reducing the complexity of big data to simple guidelines can help sales leaders drive growth. more
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articleKnow your customers wherever they are
Retailers often don’t know that a customer who hits many touchpoints is the same person. They should. more
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videoVideo: The sales science behind Big Data
For sales leaders who can figure it out, Big Data can drive massive growth. more
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articlePutting big data and advanced analytics to work
Companies must focus on the big decisions where better data and models will improve marketing return on investment (MROI) more
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articleAmazon’s Secret Sauce
Fanatical attention to customer needs and smart tech investments underpin e-commerce excellence and customer loyalty. more
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articleGetting beyond the buzz: Is your social media working?
Companies need a Social GRP to measure and manage the business value of social media. more
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articleSteal that idea: 5 Smart ways presidential candidates mine Big Data
CMOs would do well to learn a thing or 5 from the campaigns about connecting the right message with the right people. more
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articleMaking advanced analytics work for you
Fully exploiting data and analytics requires three mutually supportive capabilities. more
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videoVideo: Keep Big Data simple for the sales rep
For Big Data to be effective, the insights have to be simple. more
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videoVideo: Data: Building sales talent for data analytics
Analytics has to be a core capability of sales teams. more
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videoVideo: Get small to grow big in micromarkets
Opportunities for growth are often nearby if you can look beyond broad averages. more
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videoVideo: Sales growth is everywhere: Tapping micromarkets
Sales leaders need to go beyond broad data and report to find pockets of growth at the granular level. more
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articleSelling into micromarkets
Micromarket strategy has emerged as the most potent new application of big-data analytics in B2B sales. more
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slideshowPresentation: Understanding shifts in consumer behavior
The consumer move to digital has unleashed a treasure trove of data for companies that know how to use it. more
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article, McKinsey QuarterlyMeasuring marketing’s worth
You can’t spend wisely unless you understand marketing’s full impact. Here are five questions executives should ask to help maximize the bang for their bucks. more
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article
Unleashing the power of algorithmic marketing
A new, scientific form of marketing is disrupting industries. It will require companies to consider new strategies, technologies, and talent to profitably use "big data" and fast computers. more
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article
Decision journeys, ROI and big data: What keeps CMOs up at night
David Court presented at Advertising Week on current consumer climate and how marketing plans need to employ “big data.” more
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videoVideo: Better CMO decisions require better metrics
Organizing a clear system of data collection and analysis can help understand where their spend is effective, and where it isn’t. more
