Harvard Business Review

JULY 17, 2014

When Raja Rajamannar became CMO of MasterCard Worldwide in 2013, he moved quickly to transform how the credit card giant measures marketing. Roger Adams, CMO says: “As USAA developed into a data-driven organization, we were able to accurately predict the impact of different marketing investment decisions. What Makes a CMO Powerful.

Finance 11

Finance Marketing P&L ROI 11

Harvard Business Review

NOVEMBER 6, 2015

Yet ad blockers have been around almost as long as online advertising — certainly as long as we’ve had browser add-ons and extensions. But that’s what you get when you visit most advertising-supported commercial websites, whether you want it or not. See PageFair’s 2013 and 2014 reports). Insight Center.

Advertising 8

Advertising CRM Long-term Short-term 8

Harvard Business Review

JUNE 24, 2015

and transplanting it somewhere else, particularly in a developing country. Second, she needed to convince local residents to sign up, usually through tailored advertising campaigns and direct appeals. One of the most enticing global entrepreneurial opportunities these days is taking a digital business model that works in the U.S.

Business Model 8

Business Model Hotels Supply Chain Globalization 8

Harvard Business Review

DECEMBER 15, 2016

Advertising, often a barometer of social norms, used to feature wealthy people relaxing by the pool or on a yacht (e.g., Cadillac’s “ The Only Way to Travel ” campaign in the 90’s). Busyness and lack of leisure are also being more celebrated in the media. What has changed so dramatically in one century?

Brand 8

Brand Participative Short-term Long-term 8

Harvard Business Review

JANUARY 5, 2017

Like marketers, politicians obsess over messaging (what journalists would call “content”) and a few key metrics that historically have determined success: amount of television advertising, number of “foot soldiers,” intensity of get-out-the-vote operations, and voter demographics. Two developments bear noting.

Media 9

Media Advertising Fixed Costs Content 9