Marketing

Brands must focus on what their customers have in common — not what makes them different.

Australian social service agencies are taking the lead in using bots to improve services.

Are the benefits of data sharing with platforms worth the long-term price?

Travel marketers need to recognize and embrace analytical sophistication.

Online and off-line customer conversations about your brand require separate marketing strategies.

How should organizations approach strategic decision-making?

Burdened by an overabundance of KPIs, the health care sector can look to machine learning to force a focus on the metrics that matter most.

Retailers can avoid displacement and connect with customers by focusing on digital experience.

An industry executive and a scholar discuss how AI-based tools can transform the retail business.

Recommendation algorithms don’t just reflect consumer preferences — they also shape them.

The true story behind Twitter’s success belies the conventional wisdom of social networks.

Retail companies that neglect machine learning do so at their peril.

B2B companies can seize new sales by charging for services they’ve been giving away.

Northwestern Mutual has found that KPIs are necessary for the future of marketing.

Digital customer service platforms offer better service when they use customer-centric language.

Research has exploded the myth that Twitter is an “echo chamber” — with implications for marketing.

The latest revival of Nike’s “Just Do It” campaign shows the power of prioritizing customer demand over social approval.

Data best supports marketing when researchers fully understand what they want to measure and how.

The intersection between what’s possible and what’s desired is where a business will succeed.

Executives in the automotive sector believe that machine learning can help them achieve their marketing goals, but that doesn’t necessarily mean they invest in that ambition.