Social is the new shop counter

Social is about more than building a brand and improving customer service. As more businesses move into the digital realm, social interaction is becoming what the shop counter was in days gone by—a place to share information, opinions and ideas with customers. Such exchanges offer companies insight into improving existing products and services and ideas […]

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CIOs are moving from the back office to the front lines

Since its inception, the role of the CIO has always been in flux as technology capabilities and the needs of business are always rapidly changing. The number of CIOs who are responsible for providing basic IT services has increased, as has the number responsible for pioneering and engineering innovation.1 Although the basics will always be […]

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Use cognitive computing to build new kinds of organizations

Business leaders make thousands of decisions over the course of a year. Fortunately, we have more data, more evidence to help support those decisions than ever before. But the sheer volume and complexity of the information that could potentially inform a decision far exceed the analytic capabilities of the human mind. Imagine if some of […]

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Know your customers without knowing your customers—and without being creepy

Enterprises with a strong understanding of their customers are 60 percent more likely to financially outperform their peers.1 But there’s an important balance to be struck. As companies strive to understand, even anticipate, their customers like never before, they are finding that certain lines must not be crossed. For those with valuable brands, missteps can […]

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Analytics is most valuable when it makes employees more valuable

People are motivated by success. That’s why to make the most of big data, employees need to see how analytics helps them create real value. Customer-facing employees, for example, benefit from analytics that tells them the next, best action to take in a given scenario, helping them provide better service. Managers need to see decisions […]

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Embrace soft metrics

The metrics used to evaluate company performance have long been straightforward: revenue, gross profit margins, customer growth, and expansion into new markets. These hard-and-fast numbers make it relatively easy to gauge how well a company is doing from traditional financial and growth perspectives. However, as companies work toward becoming more customer-oriented, they are finding that […]

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Be global and local

Can you be global and local? Many companies no longer have a choice. They must find a way to capitalize on global scope and scale while still maintaining the insight and adaptability of a local business in each market they serve. And often it is the CFO who is being asked to make this balancing […]

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(Social) Listening is not the same thing as just hearing

Customers are talking about your company right now. Wouldn’t you like to know what they are saying? For the average person, social media is about sharing with friends, but for the marketer, it represents one of the most powerful customer insight tools ever invented. This is not exactly breaking news for most CMOs. Many organizations […]

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Embed finance people throughout the organization

Working in departmental silos allows for disciplines of specialized expertise to develop and mature. Silos also cause these departments to be isolated from the rest of the business, dampen communications and hinder relationship building. In many companies, the human resources function has known this for decades and worked to embed their own people throughout other […]

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Social business is more than a series of activities, it’s a culture

Becoming a social business is easy to talk about and difficult to do. Yet as more and more business takes place in social media venues, it’s critical. Social business requires a new set of activities—identifying and reaching out to influencers through various platforms, developing a voice that’s consistent with your brand for blogging, editing your […]

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There’s no one-size-fits-all for measuring digital marketing ROI

Telling marketing to raise its return on investment is like telling a sick person to be well. If only it were that easy. In a recent study, establishing an ROI strategy was the top challenge companies mentioned about social media, while not realizing a return on investment was number six.1 The lesson: companies are more […]

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Know when to be quiet

It wasn’t long ago that job one in marketing was to get your message across. Broadcast the merits of a product. Highlight the image and the brand. Trumpet successes. But shouting from rooftops has become less effective, and can even be damaging. For example, more than half of respondents in one survey reported a less […]

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