Marketing

The true story behind Twitter’s success belies the conventional wisdom of social networks.

Retail companies that neglect machine learning do so at their peril.

B2B companies can seize new sales by charging for services they’ve been giving away.

Northwestern Mutual has found that KPIs are necessary for the future of marketing.

Digital customer service platforms offer better service when they use customer-centric language.

Research has exploded the myth that Twitter is an “echo chamber” — with implications for marketing.

The latest revival of Nike’s “Just Do It” campaign shows the power of prioritizing customer demand over social approval.

Data best supports marketing when researchers fully understand what they want to measure and how.

The intersection between what’s possible and what’s desired is where a business will succeed.

Executives in the automotive sector believe that machine learning can help them achieve their marketing goals, but that doesn’t necessarily mean they invest in that ambition.

With a new scrutiny around technology user data and privacy, we must not forget about the potential dangers of the technology itself.

Five steps to make sure your data and analytics efforts pay off in the long term.

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

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

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

B2B companies need to develop ways to help specific customers achieve better outcomes.

Retailers can boost profits and prevent abuse by tailoring their return policies with analytics.

Focusing on customers and employees leads to the delivery of winning customer experiences.

KPIs measuring customer satisfaction and/or customer loyalty aren’t good enough anymore.

MIT professor Munther Dahleh proposes a marketplace for data that bases the cost of data on the financial value it generates