New thinking

New Vocabulary: Content Marketing

Creating profitable customer interactions with content that resonates Content Marketing: A DefinitionThe strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action1. What it means Content marketing creates customer value through tailored insights. Those insights are presented […]

Continue reading

Take a bold, non-technical approach when discussing data innovation

Leaders and advisors to C-level executives know that “data” and “innovation” are two terms that signify a competitive advantage in today’s era of digital transformation. However, when CXOs talk about either topic with other members of the C-suite, they can fall into the trap of using very technical descriptions (CDOs and CIOs)–or the opposite: generic […]

Continue reading

Data innovation can lead to monetization

When companies first began to add the role of chief data officers to their c-suites not too long ago, many newly minted CDOs believed their focus would be on data management and risk. While that is still very much the case, pace-setting CDOs are looking at data as a source for inspiration for new products […]

Continue reading

Why clear communication is key

C-suite leaders often reach their leadership position by excelling in a certain focus. For chief marketing officers, that might be the development of branded content strategies. For chief information officers, it might be mastery of integrating new technologies with legacy systems. For chief financial officers, it might be proven ability at managing risk. But what […]

Continue reading

The right data can improve employee engagement

We all know that data is growing exponentially in our digital age: 2.5 quintillion bytes are generated each day.1 That includes valuable employee data that can be mined wisely to improve how we manage and reward our teams. Some forward-thinking companies are combining traditional internal engagement measurement strategies with social media metrics. For instance, many […]

Continue reading

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 […]

Continue reading

Data is driving discovery

Methods of scientific discovery evolved slowly over many centuries, from empirical observations about the natural world to experimentation and the hypothesis-driven scientific method. But now, access to massive data sets is driving a new approach to breakthrough discovery. Scientists and others are able to combine the sheer scale of available data with advanced statistical techniques […]

Continue reading

IT is marketing’s innovation accelerator

The relationship between IT and marketing can often be fraught with tension. IT can see marketing as a group of renegades that asks for the impossible and breaks all the rules in the process. Marketing, on the other hand, can see IT as the group that gets in the way of brilliant plans, bogging things […]

Continue reading

Data is dialogue

It’s tempting to think of data as cold, hard numbers, but these days data is much more than that. When used properly, data can yield vivid insights about individual customers, revealing preferences, sentiment and even personality traits. These insights can then facilitate a more meaningful conversation between customers and the companies that serve them. For […]

Continue reading

Customer centricity starts with defining customer value

Customer centricity is a term often bandied about, yet its exact meaning can be hard to pin down. “You pick up three different books on customer centricity, and you get four different definitions about it,” writes customer-centricity expert Peter Fader.1 But one thing is certain: to be centered on customers, we need to know the […]

Continue reading

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 […]

Continue reading

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 […]

Continue reading