David Boyle: Earning the skeptics’ trust

David Boyle has built data-analytics platforms in corporate consulting, politics, supply-chain retail, a non-profit and, now, entertainment. Working at London-based EMI Music, whose roster includes everything from The Beatles and Pink Floyd to Cold Play and Katy Perry, Boyle deployed a dashboard that’s now used across departments and around the world. He shares lessons on […]

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Peggy Dyer: Centralizing marketing to personalize the message

When Peggy Dyer joined the American Red Cross in 2009, there wasn’t even a marketing department. Instead, the function was embedded inside communications and the responsibilities were distributed across more than 700 chapters nationwide. Dyer’s primary goals have been to consolidate the department, personalize fundraising efforts and build a culture of transparency at the venerable […]

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Ranjana Clark: Using data to open new markets

While most companies are working feverishly to follow their customers online, PayPal is heading in the opposite direction. The e-commerce payment giant, a subsidiary of eBay, wants to become a better alternative to cash and credit cards in coffee shops, hardware stores and wherever people buy things. This ambitious vision is being led in large […]

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Geoff Cottrill: How Converse got to 30 million likes on Facebook

When Geoff Cottrill took over as CMO in 2007, Converse was in the doldrums. Its market share hovered in the single digits. Long the default sneakers of the hipster set, the shoemaker has since seen its profile explode. One quick metric: 31 million and counting. That’s how many people have liked its Facebook page. By […]

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Tony Hsieh: Return on culture

Zappos may be outwardly in the business of delivering shoes and trendy blouses to busy shoppers. But to CEO Tony Hsieh the mission of the company is delivering happiness (also the title of his best-selling book). Hsieh became wealthy after he sold a software startup earlier in life, but by the time he cashed out, […]

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Austin Peterson: Introducing science to the land of instinct

Ovid Napa Valley is a rising star among cult producers of cabernet sauvignon. It’s also something of a renegade. Most farmers of high-end grapes rely on instinct and experience to inform planting and irrigation decisions. For a while, that was also true at Ovid. Now the winery uses an array of sap-flow sensors to precisely […]

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Tim Westergren: Creating personalized radio stations for 50 million listeners

Pandora Media was born out of Tim Westergren’s frustrations as a musician. He wanted to create an outlet for bands and music lovers to connect without having to pass through the traditional gatekeepers: record labels, mass marketing and broadcast radio. He devised an ambitious scheme to rank all forms of music through a series of […]

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John Miller: Learning to speak the language of social media

John Miller has an impressive list of awards and career achievements. He has an Emmy. He’s in the PROMAX Hall of Fame. He’s been named Entertainment Marketer of the Year four times, and is widely recognized for his role in launching The Cosby Show, popularizing the Must See TV slogan, and incorporating several acquisitions under […]

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Brenda Rideout: Fostering collaboration between technology and marketing

Internet-based banks have little or no physical interaction with customers. This puts great pressure on the user interface to be simple, intuitive and elegant across Web and mobile platforms. The key to building a seamless experience, according to Brenda Rideout, chief marketing and technology officer of ING Direct Canada, is to create a nimble collaboration […]

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Bob Maggiore: What does it take to build a culture of constant change?

It wasn’t long ago that TaylorMade was an also-ran in the slow-moving business of manufacturing golf equipment. Over the last decade, the company revamped its business model and began introducing a steady stream of high-end, innovative golf clubs. The new tack strained relationships with the channel, confused some customers and drastically altered the job of […]

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David Kirchhoff: Data is only as good as the questions you ask

The recent shift from Points to PointsPlus by dieting powerhouse Weight Watchers is a case study in effective organizational change. The transition to a new weight-loss formula was equal parts science (nutritional and behavioral) and marketing (to members and employees). More than four years in the making, the rollout required much testing, several iterations and […]

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Brett Goldstein: Bringing transparency to secretive cultures

Chicago’s Chief Data Officer Brett Goldstein is a pioneer in more ways than one. He’s the nation’s first big city CDO and a force for transparency in what has long been a secretive environment. Under the direction of Mayor Rahm Emanuel, Goldstein helped establish the city’s data portal, data.cityofchicago.org, which includes more than 200 datasets. […]

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