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. Rajamannar involved finance early. At many companies we work with, analytics becomes the connective tissue between the different visions of what drives results emerging from marketing and finance.
Harvard Business Review
JUNE 3, 2014
With a market size of $8 billion in 2013 Massive Multiplayer Online Gaming (MMOG) is becoming big business. million as of 2013. Some MMOG professional teams players can command six figure salaries, thanks to the finance provided by corporate sponsorships and advertising. No sponsors or advertisers invested in it.
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Harvard Business Review
NOVEMBER 25, 2013
Just 36 percent of CMOs, for example, have quantitatively proven the short-term impact of marketing spend, according to the 2013 CMO Survey (and for demonstrating long-term impact, that figure drops to 32 percent). This lack of an analytical approach has traditionally formed a barrier between marketing and finance.
Harvard Business Review
NOVEMBER 4, 2015
A newer generation of app developers – the so-called “middle class” of independent app creators and companies – is finding success by better catering to customers’ demand for choice and variety, even as they bump up against challenges like app discovery and advertising.
Harvard Business Review
OCTOBER 1, 2013
Vital though near-term effectiveness is, the exchanges hold a longer-term potential—they can help reshape the organization, delivery, and financing of insurance. in the September 26, 2013 New England Journal of Medicine.). They can post data on the quality of care provided by hospitals, physicians, and others.
Harvard Business Review
OCTOBER 28, 2014
Concerns that it wouldn’t have enough cash to finance its holiday stock has apparently led to the company to sell real estate, spin off its Lands’ End brand, and raise $625 million in unsecured loans and equity warrants. With the coming of the automobile and national radio advertising, James C.
Harvard Business Review
AUGUST 5, 2014
Overly simplistic notions – “the people who do the advertising”– were based on stereotypes that never accurately reflected the range of responsibilities that many CMOs had. The CMO also worked with the finance office and product managers to link pricing and benchmark data into the RFP process, which improved quality and response times.
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