Marketing Strategy

To reach millennials, companies are turning to social media micro-influencers as brand ambassadors.

A study of cryptocurrency markets dissects the role of peer influence in online purchasing decisions.

Sports analytics leaders are now using data to understand fans as well as they know their players.

Many companies overlook the potential of new applications for products they have sold for years.

Legacy offline stores and online retailers are each finding their way to a new kind of shopping experience: the showroom.

The key lessons learned by Sprint, Bayer and Tapestry in implementing data-driven strategies.

Retailers need to understand how website features and advances in AI affect consumer behavior.

An excerpt from The Longevity Economy describes the opportunities in catering to older adults.

Manufacturers may be able to charge higher prices to customers planning to rent out big-ticket items.

A webinar on how a documented data and analytics strategy can serve as a blueprint to guide marketers and decision makers in their daily roles.

Marketers need a holistic data and analytics approach to deliver personalized customer experiences.

Identifying the optimal prices for products was once a time-consuming process. That’s changing.

Online product recommendation networks can spread demand from one product to another.

Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.

Hot markets are attractive — but investors and entrepreneurs may get better results elsewhere.

Product features designed to attract new customers differ from features that retain customers.

For companies, the social media behavior of employees represents both an opportunity and a risk.

South Africa’s Nedbank uses analytics to help its clients reassess their customer relationships.

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.