Small and midtier brands have unique opportunities to provide value in the new consumer environment.
Social listening — analyzing what consumers say on social media — can serve as a treasure hunt map.
Pedro Yip and Vincent Blaclard
Companies already use data to make marketing decisions. Will deep learning enable a leap forward?
Glen Urban, Artem Timoshenko, Paramveer Dhillon, and John R. Hauser
Influencer marketing offers a big return when done right. But many companies are doing it wrong.
Brands must focus on what their customers have in common — not what makes them different.
Online and off-line customer conversations about your brand require separate marketing strategies.
Brad Fay, Ed Keller, Rick Larkin, and Koen Pauwels
Northwestern Mutual has found that KPIs are necessary for the future of marketing.
Aditi Javeri Gokhale
Data best supports marketing when researchers fully understand what they want to measure and how.
Ken Faro and Elie Ohana
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.
Michael Schrage and David Kiron
Businesses are redefining how they create value, says MIT SMR’s 2018 Strategic Measurement study.