The Horizons Tracker

OCTOBER 17, 2019

As data has become an ever greater weapon in the marketers’ arsenal, a range of metrics have battled for hegemony. According to a recent study from the University of Technology Sydney, it’s satisfaction that is the most prized of all. ” Key metrics.

Marketing 40

Marketing Metrics Marketing Mix Benchmarking 40

Harvard Business Review

MARCH 18, 2013

Read on for their answers: Christa Carone - Chief Marketing Officer, Xerox Corporation. The challenge we're seeing is that "paid" is no longer the hero in the marketing mix. This will only happen if marketers accelerate the shift to digital. And we invest heavily in digital marketing technology.

Advertising 8

Advertising Marketing Storytelling Brand 8

Harvard Business Review

MARCH 29, 2013

There are many examples of global advertising concepts getting lost in translation, but today the stakes are higher than ever; a poorly conceived ad in one market can damage the entire brand. Next, they find a positioning that goes beyond describing product attributes to address the motivation.

Advertising 8

Advertising Glocalization Globalization Brand 8