Ray Elias: When an insurgent becomes the incumbent

Online ticket reseller StubHub is experiencing growing pains. The 12-year-old ticketing pioneer is fighting off Ticketmaster’s encroachment into the so-called secondary market even while trying to lure more mainstream customers and maintain double-digit annual growth. What’s a chief marketing officer to do? TV and sports-talk radio remain important to Ray Elias, but increasingly he’s getting […]

Continue reading

Kevin Cai: The rise of the chief integration officer

China Eastern Airlines has experienced incredible growth over the last five years, doubling passenger load from 39 million to an expected 80 million in 2013. That type of expansion almost always brings growing pains, and China East Airlines is no different, according to Kevin Cai. He has completely refashioned the focus of his job from […]

Continue reading

Christa Carone: Organizing in a new way to promote new media strategies

In this era of content-hungry social and digital media, corporate marketing and communication teams must work more closely than ever. Recognizing the importance of communications, Xerox promoted Christa Carone to the role of chief marketing officer even though she didn’t have any prior marketing experience. She had spent her entire career in public relations and […]

Continue reading

Toshiaki Shimizu: What millions of transactions can say about a single customer

START TODAY runs the highly successful Japanese fashion e-retailer ZOZOTOWN. ZOZOTOWN stays on the cutting edge by connecting more than 400 small shops and 2,000 brands to millions of customers around the world. It personalizes the site’s marketing and drives sales by mining transaction data. Toshiaki Shimizu discusses what it’s like to be a marketer […]

Continue reading

Julie Cary: Data cuts both ways in the hospitality business

On the one hand, hoteliers have an enviable amount of customer data at their disposal—data that can be used to tailor customer service, drive repeat business and increase revenue. On the other hand, social media has ushered in a new level of transparency to the business, allowing dissatisfied customers to vent their frustrations in public […]

Continue reading

David Scribner: Retention is the new growth

The great land grab for mobile customers in developed markets is largely over. In Australia, most adults (not to mention teens and even many children) have at least one mobile device. What does that mean for marketers of mobile products and services? For Virgin Mobile Australia, it has meant a strategic shift away from acquisition […]

Continue reading

Andrew Lark: Marketing requires data, new types of talent and courage

Two powerful forces are conspiring to hold back a revolution in marketing: corporate inertia and a vested interest in the status quo. But those forces will ultimately get steamrolled— along with any marketer who’s unwilling to embrace the changes customers want. So says Andy Lark, a veteran marketer who abandoned his old tactics and cycles […]

Continue reading

Biz Stone: Rethinking systems and communication

Biz Stone has had a hand in creating and launching several high-profile Internet properties over the years, from Blogger and Xanga to The Obvious Corporation and, of course, Twitter. His ability to imagine and architect new systems has earned him numerous awards, including being named one of Time’s Most Influential People in the World, GQ’s […]

Continue reading

Amy Bohutinsky: How does marketing work in a company built on data?

Almost seven years ago, in the midst of a real estate frenzy, Zillow became a Web sensation when it unveiled a product that predicts the sales prices of American homes. Much has changed in the meantime. Even as the housing market collapsed, Zillow managed to grow, do an initial public offering, build a new revenue […]

Continue reading

João Ciaco: Marketing to customers, as well as to colleagues

If everyone in the company is ultimately responsible for brand perception, what’s the role of the marketing department? For João Ciaco, chief marketer in Latin America for Italian carmaker Fiat, marketing is increasingly about making connections. Ciaco explains his efforts to connect social media with experiences beyond the virtual world, to encourage many disparate agencies […]

Continue reading

Dr. Andrew Keller: To fix the system, start with how people actually think and work

Dr. Andrew Keller developed a database to organize and analyze cardiac ultrasounds in the mid-1980s—and he’s been interested in data analytics ever since. As head of cardiology at Danbury Hospital in Connecticut and chair of the American Society of Echocardiography’s informatics committee, he has seen the transformational effects of data-centric technology systems on medicine from […]

Continue reading

Marilyn Mersereau: The power of listening

Plantronics sells headsets to the Fortune 100, police departments, call centers, pilots and even NASA—Neil Armstrong wore a Plantronics headset on the moon. But when it comes to expanding the company’s product lines and customer base, Marilyn Mersereau can’t simply rest on a reputation. To compete, she has moved all the company’s advertising online, where […]

Continue reading