Marketing Strategy

Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.

Hot markets are attractive — but investors and entrepreneurs may get better results elsewhere.

Product features designed to attract new customers differ from features that retain customers.

For companies, the social media behavior of employees represents both an opportunity and a risk.

South Africa’s Nedbank uses analytics to help its clients reassess their customer relationships.

To calculate ROI accurately, you need to estimate the fraction of profits attributable to the investment.

How human vigor and algorithmic rigor are joining forces in the sales function.

Should marketers subtract the cost of acquiring a customer before assessing that customer’s lifetime value (CLV)?

Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans.

Although the simplicity of net promoter score is appealing, the metric has limited support from academics.

Market share is a hugely popular metric. But is it really useful?

Companies often don’t focus enough on understanding how customers decide what to purchase.

Despite their importance, five popular marketing metrics are regularly misunderstood and misused.

Crowdfunding backers are important for the feedback, ideas, and word of mouth they provide to entrepreneurs.

Content websites can convert visitors to paying customers by engaging them in a “ladder of participation.”

The Winter 2016 issue of MIT SMR explores how transparency effects the power structure.

Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.

An online questionnaire helps assess how well a company’s supply chain and sales operations are integrated.

Graphic presentations of data are making it easier for sales people to see how they’re performing.

With the explosion of new technologies comes a new universe of data — and Epsilon is helping businesses navigate it.