Harvard Business Review

SEPTEMBER 11, 2013

Though many purchases influenced by mobile are completed on other channels (e.g. Without any way to credit mobile''s influence on purchases, it''s impossible to determine the ROI on mobile ads. According to the 2013 Maritz Loyalty Report, 91 percent of customers in loyalty programs are likely to download a loyalty program app.

Advertising 8

Advertising Loyalty ROI Brand 8

Harvard Business Review

SEPTEMBER 11, 2013

Though many purchases influenced by mobile are completed on other channels (e.g. Without any way to credit mobile’s influence on purchases, it’s impossible to determine the ROI on mobile ads. Ad dollars should go to developing useful and relevant apps that bond customers with the brand. Advertising Technology'

Advertising 8

Advertising Loyalty ROI Brand 8

Harvard Business Review

AUGUST 5, 2014

This diversity reflects not only a deepening understanding of the connection between growth and customer satisfaction, but a much greater awareness of what marketing can do to help forge that bond. To hit P&L targets, for instance, the CMO at one technology company focused on shortening the sales cycle.

P&L 10

P&L Banking Marketing Call Center 10

Harvard Business Review

APRIL 2, 2014

[A mini-glossary: beta is the amount that an individual stock fluctuates relative to the overall stock market, and the equity premium is the difference in expected return between stocks and a “riskless” asset such as Treasury bonds.]. And that’s what these guys [the 2013 Nobel winners] did. Lars is famous for that.

CAPM 8

CAPM Discount Price Finance 8

Harvard Business Review

MAY 3, 2013

By extrapolating consumer behavior from fixed demographic information like gender, age, and ethnicity, companies indiscriminately make conclusions like "African-Americans love fried chicken ," "senior citizens only care about incontinence" and "single men aspire to be James Bond." If you don''t, they won''t.

Market Segmentation 8

Market Segmentation Advertising Marketing Bond 8