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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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videoVideo: Three lessons of successful digital marketing
Robert Tas, managing director and head of digital marketing at JP Morgan Chase, describes what the keys to success are. more
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videoVideo: The power of social: Let your customers tell the story
Social media’s power is in providing brand advocates with a way to amplify their comments. 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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videoVideo: Centralize social media monitoring, decentralize the benefits
Companies need to consider centralizing skill sets to monitor social media across the organization. more
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articleThe coming era of ‘on-demand’ marketing
Emerging technologies are poised to personalize the consumer experience radically—in real time and almost everywhere. It’s not too early to prepare. more
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videoVideo: Building an organization around the customer
BARCELONA – Alceo Rapagna, chief digital officer of RCS MediaGroup, describes how his organization is incorporating the consumer decision journey into the way it makes decisions. more
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articleFollow the customer decision journey if you want B2B sales to grow
B2B organizations must focus on the people and moments that matter so that marketing spend turns into real sales. 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: To be social, be nimble
Due to social media, expectations are rising for companies to fix issues in closer to real time. 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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videoVideo: Three critical capabilities marketing needs
Retailers need data, process agility, and innovation. 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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videoVideo: Four actions to get the most out of social channels
Social aspects of the consumer decision journey enable consumers to speak for themselves. 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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articleDriving the top line with technology: An interview with the CIO of Coca-Cola
Ed Steinike is reshaping his CIO role as The Coca-Cola Company accelerates its use of technology innovations in operations, marketing, and sales. 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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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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articleThe big change: Building Big Data and social DNA
Dion Hinchcliffe, Chief Strategy Officer for the Dachis Group, argues that companies that want to make the most of Big Data and social media have to make significant — and sometimes painful — changes. more
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articleCore marketing capabilities for the road ahead
Insurers will need to develop a far more sophisticated view of the segments of insurance shoppers. more
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articleBeyond price: Changing insurance shoppers
Insurers will need to develop a more sophisticated understanding of customer segments and shopping behaviors. more
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articleHow media companies can boost ad revenues
Publishers can package their insights about their site visitors and deliver them as hot leads to advertisers. more
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articleEngaging boards on the future of marketing
At many companies, the whole organization is becoming more responsible for customer engagement. A few are extending this thinking to the boardroom. 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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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 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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slideshowPresentation: Digital luxury customer experience
While a number of leading brands have embraced digital, most companies still have not made digital a core part of their growth strategy. more
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slideshowPresentation: Liquid and linked marketing
STANFORD – Wendy Clark, SVP, Integrated Marketing Communications and Capabilities for the Coca-Cola Company, explains how marketing requires a meaningful message that is share-worthy. more
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articleFor Big Data to work, you need intuition
David Edelman spoke recently at ADSCON about data science in advertising, focusing on how companies should use data to get a broader - and more accurate - picture of their customers. more
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articleMobile shopping is much more than shopping
McKinsey partner David Edelman spoke recently at the National Retail Federation with Martine Reardon, from Macy’s, and Suzan Kereere from American Express about innovations in mobile shopping. 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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slideshowPresentation: The social care imperative
STANFORD - Gadi Benmark, senior vice president of client development and advisory at NM Incite, and McKinsey partner Dan Singer, demonstrate how social care can not only be cheaper but also more effective than regular customer care. more
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articleWhat CMOs think about the economy
The results from the CMO Survey are in, but what does it mean for the marketplace? more
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article“Operations” becomes a key word in marketers vocabulary
Putting the right capabilities in place will not only help brands develop the right interaction strategies; it will give them a broader range of options that they can execute. more
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articlePresentation: On-demand engagement
STANFORD – McKinsey's David Edelman explains how marketing today means being where your customers are, giving them control, personalizing their journey, and making it easy. 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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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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articleRetailers: Mobile is for “serving” your users
Mobile is now the 24-7 concierge of the modern retail environment. But retailers still think of it as just another communications tool. more
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articleTurn customer care into “Social Care” to break away from the competition
Social care is about more than saving money; it’s about providing a better customer experience. 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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Prediction for 2013: “Operations” becomes a key word in marketer’s vocabulary
STANFORD - Underlying the progress around social media, advanced analytics, and mobile, marketers still are grappling with processes and management. more
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articlePresentation: Transform the way you market at social scale
STANFORD - Salesforce.com's Hilarie Koplow-McAdams, President, Commercial/SMB Business Unit, and Michael Lazerow, Chief Marketing Officer, look at how companies are not just adapting to the social revolution but also thriving. more
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articleTarget: Going Deep on Engagement
Target CMO, Jeff Jones, explains what it takes to build a meaningful multichannel experience for their customers. more
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articleThe Marketing Organization Of The Future
With radical forces reshaping the nature of marketing, it is up to organizations to adapt. 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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slideshowPresentation: Mobile advertising in an on-demand world
Mobile is creating an on-demand customer experience that requires companies full interaction. more
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articleGilt Groupe: Using big data, mobile, and social media to reinvent shopping
Gilt Groupe provides instant insider access to today’s top designer labels and has grown to a half billion in sales since its founding. Co-founder Alexis Maybank talks about how they did it 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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articleThe Social Enterprise: How your customers produce and consume in the social world
B2B customers are becoming more social, and their expectations are changing rapidly. more
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article3 phases of Consumer Decision Journey in action
Brands in the initial consideration set can be up to three times more likely to be purchased eventually than brands that aren’t in it. 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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articleInfographic: Anatomy of a Smartphone Purchase
85 people from around the world track the process of buying a smart phone. Here's what the journey looked like. more
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articleGlobal digital diaries: Buying a smartphone
We followed almost 100 consumers from eight markets (Brazil, Britain, China, France, Germany, Hong Kong, Japan and the US) as they went about buying a smart phone. more
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articleBuilding brands in emerging markets
Companies that get three things right are more likely to capture the loyalty of emerging-market consumers. more
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articleThe modern marketer’s nemesis: “Shiny Object Syndrome”?
Organization, operations, IT systems, and analytics isn’t sexy work but can unlock millions of dollars of value. 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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articleFive new responsibilities for marketing
As touch points with customers grow, so too does the list of marketing's responsibilities more
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article, McKinsey QuarterlyFive “no regrets” moves for superior customer engagement
Customers are demanding very different kinds of relationships with companies. Here are some ways to jump-start customer engagement across your organization. more
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articleDon’t forget offline: Insurers need to be where their customers are
Direct distribution is the key to growth for carriers, but few have the capabilities – or the channel strategy – to do it well. more
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slideshowPresentation: Badges & Benefits: Is your loyalty program delivering value?
Businesses are not keeping up with the digital innovations in loyalty. more
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videoVideo: Sales needs to work with marketing to find growth
Sales and marketing need to overcome traditional rivalries to find growth. more
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videoVideo: How Coca-Cola built trust
Consumers and “real people” are becoming the greatest advocates for brands more
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articleThree lessons for today’s Chief Marketing &
Sales officersCompanies can forge deep relationships with customers thanks to social media - as long as it's at “click speed.” 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, videoVideo: the #1 challenge marketers face
David Edelman, McKinsey partner, discusses how CMOs and marketers need to work much more closely with leaders across the C-suite to develop an agile organization for the digital age. 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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articleThe challenges of using digital technologies
Executives are focusing on three digital trends, but are concerned that their resources won't be enough to reach their goals. more
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videoVideo: The Number One challenge marketers face
CMOs need to be better connected with the CEO and the rest of the C-suite more
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videoVideo: B2B companies: The new rules of the digital game
It all starts with understanding the customers’ decision journey. more
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videoVideo: Launching a car through social and digital
Social media provides great awareness for a fraction of the cost. more
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videoVideo: Finding authentic stories
Your employees can be your most effective, and trustworthy, brand advocates. more
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videoVideo: The metrics that matter
Companies need to focus on those metrics that reflect value. more
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videoVideo: Social media must be a part of everything you do
Companies need to create different and more flexible structures to build social into their organization. more
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videoVideo: Social lets you connect on the front lines
Social media is allowing companies to have deeper relationships with their customers. more
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videoVideo: Measuring engagement — it’s about the sharing
The most valuable content is those pieces that your customers want to share. more
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videoVideo: Market your products and messages to customer “archetypes”
A good marketing campaign will zero in on and market what the customers “see themselves as.” more
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article
B2B Marketers: It’s time to become a growth engine
For B2B companies to grow, their marketing organizations need to grow up. more
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article
The Superbowl ad show was the return on investment worth it
Marketers need to remember that their primary job is to drive customer behavior and sales. more
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videoVideo: Four steps to build a social brand
Empowering both employees and customers can make for a social and affable brand. more
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videoVideo: Focusing on customer experience
Companies need to organize themselves around the customer if they want to master customer experience. more
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videoVideo: Engaging with the customer
Businesses shouldn’t be exclusively dependent on a decentralized or centralized marketing strategy. more
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videoVideo: CMOs can build better organizations
Marketing needs to actively network with the rest of the organization. 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
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videoVideo: How to make better decisions
Marketing cannot succeed in a multichannel organization without active collaboration with other functions. more
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videoVideo: Determining marketing priorities
Marketing leaders need to work with the CEO to develop a consistent and effective customer experience. more
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videoVideo: How the role of brands has changed
Brands are becoming ambassadors as consumers lose trust in them. more
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videoVideo: The four characteristics of successful marketing campaigns
Great marketing campaigns are all about understanding your audience. more
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articleWhat marketers say about working online: McKinsey Global Survey results
Marketers agree that digital tools and technologies are valuable, though many of their companies struggle to measure the financial impact and capture customer data. more
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articleWinning the consumer decision journey
Marketers need to understand the iterative and circular consumer decision journey so they reach consumers in the right place at the right time with the rightmessage. more
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articleBranding in the digital age: You’re spending your money in all the wrong places
The internet has upended how consumers engage with brands. For marketers, the old way of doing business is unsustainable. more
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articleWhen good email goes bad
Mass email is becoming a cheap fix with a high price that can drive away your customers for good. more
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articleMeasuring the value of search
New McKinsey research estimates the impact of Internet search in the global economy, pinpointing the sources of value and the beneficiaries. more on the McKinsey Quarterly site
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articleBeyond paid media: Marketing’s new vocabulary
Marketers need to change the way they allocate spending and organize operations. more on the McKinsey Quarterly site
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articleFour ways to get more from digital marketing
Companies that make the deep strategic, organizational, and operational shifts required can accelerate revenue growth. more on the McKinsey Quarterly site
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articleWe’re all marketers now
Engaging customers today requires commitment from the entire company—and a redefined marketing organization. more
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articleInside P&G’s digital revolution
CEO Robert McDonald wants to make the consumer goods giant the world’s most technologically enabled company. Here’s how. more
