analytics

Cordell B. Sweeney: Predictive analytics for the ‘nectar of the hipster gods’

Last spring, Time magazine dubbed Pabst Blue Ribbon the “nectar of the hipster gods.” Maintaining such momentum amidst hundreds of microbrews and regional brands is a tall order. As the largest American-owned brewery, Pabst Brewing Company needs all parts of the business—particularly the finance team—delivering business value, not just for the flagship brand, but for […]

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Peter Vesterbacka: Angry Birds, Bad Piggies and massive amounts of data

You may not know Finnish entertainment company Rovio—but you surely know Angry Birds. The company’s breakout hit has been downloaded more than two billion times and spawned a cartoon series and scads of licensed merchandise, from plush toys and soft drinks to a cartoon channel and amusement park rides. But Mighty Eagle and brand ambassador […]

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Carl Wilson: Data as a driver of organizational change

Carl Wilson is used to driving organizational change. As the executive vice president and CIO of Marriott for 14 years, he and his team pioneered the travel and leisure giant’s online reservation system, a project that initially met with resistance from some other c-level executives. That system now processes $8.6 billion worth of transactions every […]

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Scott Monty: Measuring a return on social engagement

Ask any savvy digital marketer to name the most successful social media campaigns of all time and the Ford Fiesta Movement, which ran for six months in 2009, is sure to appear on the short list. Ford eschewed the traditional marketing blitz of a new car launch, and instead hand-picked an army of social media […]

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Herman De Prins: Combining biology, chemistry and data to deliver medical breakthroughs

Belgium’s UCB combines biology, chemistry and data to develop breakthrough treatments for some of the world’s most debilitating diseases. Lately, the global biopharma firm has been looking into cognitive computing and exploring how wearable smart sensors could help treat people who are living with severe neurological diseases like epilepsy. UCB’s CIO Herman De Prins explains […]

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Dr. Jack G. Truong: Innovating, inventing and the art of understanding customer behavior

Innovation is more than a buzzword at AB Electrolux, the venerable Stockholm-based household and professional appliances manufacturer—it’s the lifeblood of the company. In North America, the company sells appliance brands that include Electrolux, Frigidaire, Tappan and Kelvinator, names that have been in the homes of America consumers for close to 100 years. Maintaining that brand […]

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Neil Bedwell: How effective content is like good dinner conversation

With operations in 207 countries that deliver 1.8 billion drinks every day, Coca-Cola is one of the most recognized companies and brands in the world. And yet it’s hardly resting on that success. To help the company achieve its ambitious goal of doubling business by 2020, Neil Bedwell, global director of digital strategy and content, […]

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Integrate people, not processes

Marketing, especially in large organizations, can be an unwieldy machine with a lot of moving parts. CMOs shepherd a dizzying number of projects, which are managed and produced by dozens of departments and agencies, and distributed through dozens of channels. To execute projects, you need social media experts, data analysts, designers, market managers…and the list […]

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Rashik: Using pattern matching to drive business innovation

As former president of IBM’s Academy of Technology and a Distinguished Engineer, Rashik Parmar has spent the better part of three decades working at the intersection of innovation and technology. An advisor to public and private sector organizations around the world, he has helped municipalities put data to work in new ways to increase citizen […]

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Getting pricing right is mostly a science

Product pricing has long been considered part art, part science. Getting it right is crucial, since even the smallest fluctuations in pricing can have profound effects on revenue. And it’s an important component of the CFO’s mandate to keep costs down while supporting profitable growth. Big data is making it easier for CFOs to implement […]

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The data-driven enterprise demands a new kind of c-suite collaboration

The data-driven enterprise demands a new kind of c-suite collaboration [shareable] Organizations across many industries are driving growth and business performance with data and analytics. The more companies characterize themselves as data-driven, the better they perform on objective measures of financial and operational results. That’s not just big data hype; it was the finding of […]

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Tackle centralization versus decentralization

The debate about whether to centralize or decentralize marketing strategy and execution seems never to end. There are advantages and disadvantages to both. The decentralized structure puts decisions closer to customers and aligns best with the local business unit priorities. A centralized marketing function delivers consistent brand messaging and efficiencies of shared services. The best […]

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