Harvard Business Review

SEPTEMBER 26, 2014

These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. So we built several models regressing hundreds of macro-economic, category, consumer, and competitive variables to figure out what was driving higher per capita spending. What makes them unique?

Marketing 8

Marketing Mass Marketing ROI CRM 8

Harvard Business Review

MAY 31, 2013

The promise of digital marketing continues to grow as big data gets bigger and is turbo charged with mobile and social. In theory, digital marketing should be more precise and better than traditional analog marketing. So why is digital marketing still so ineffective? There are two opportunities to improve this.

Marketing 8

Marketing ROI Real Estate CRM 8

Harvard Business Review

APRIL 15, 2013

Fact: When it comes to marketing spending, analog still outstrips digital by a factor of three to one. Digital marketing provides targeted reach and measurable impact. Innovative digital marketing approaches in social media, CRM, and other areas dominate the discussion. How could this be?, The Digital Disconnect.

CIO 8

CIO Marketing CRM Information Technology 8