Harvard Business Review

JANUARY 9, 2014

But what if these social media projects were only scratching the surface of social media’s business value? Then came the next wave, external social business, rooted in customer service, corporate marketing, and communications. the few marketers who manage corporate social media accounts) to mobilizing the many (i.e.,

Media 13

Media ROI Corporate Accountability Guidelines 13

Harvard Business Review

JUNE 25, 2013

subscribers in the first quarter of 2013, a 7% increase over the previous quarter. Specifically, our study found that the companies estimating the greatest returns last year on Big Data outspent those with much smaller ROI by a factor of more than three — a median spend of $24 million vs. $7 million.

ROI 8

ROI Company Learning Curve Retail 8

Harvard Business Review

DECEMBER 20, 2012

Nevertheless, Smithsonian magazine reports, KFC managed to create a marketing campaign — Kurisumasu ni wa kentakkii! The Silver Bullet Fix (Project Syndicate). “No Five Trends to Ignore in 2013 (Inc.). Christmas isn’t a national holiday in Japan, where only about 1% of the population is Christian. TIME-SINK CITY.

Power 8

Power ROI Magazine Metrics 8

Harvard Business Review

NOVEMBER 25, 2013

Marketing is in the midst of an ROI revolution. The arrival of advanced analytics and plentiful data have allowed marketers to demonstrate return on investment with a degree of precision that’s never been possible before. To date, however, the reality of marketing analytics has fallen short of the promise.

CFO 8

CFO Short-term Long-term Benchmarking 8