Organizing for Marketing Agility
Putting Analytics into Action: Using Cupcakes to Improve Business OutcomesFeb 28, 2019 Martyn Crook, Vice President Advanced Analytics & Marketing Science, The Coca-Cola Company
The best analytics in the world are useless if we don’t get the right information to the right people at the right time, and then ensure that they take action.
Best of MSI - Leading Mass DisruptionJan 24, 2019
Stan Joosten, Innovation Manager, Global eBusiness, The Procter & Gamble Company
Mass marketing is being disrupted, and P&G’s objective is to lead that disruption. In this session Stan will provide a glimpse of the reinvention taking place at the world’s largest marketer.
How Consumer Empathy Drives Platform SuccessJan 7, 2019 Markus Giesler, Ela Veresiu, and Ashlee Humphreys , 2019, 19-100-01
Ethnography of Uber's ride-hailing market shows how the marketing team used narratives of compassion and empathy to overcome the "risk" narratives promoted by others. Important implications for how platform companies can create trust and build legitimacy in their markets.
Advancing the Enterprise: Creating Greater Customer Focus in Thriving OrganizationsJan 03, 2019 Gregory S. Carpenter, Northwestern University
Greg Carpenter will explore how successful firms create a greater customer focus based on a multi-year, multi-firm ethnographic study. He will explore the resistance successful firms confront, how firms use the organizational culture to overcome these obstacles, and the benefits successful firms enjoy.
How Does Marketing Work on M.A.R.S.?Dec 10, 2018 Neil Morgan, Indiana University
How does marketing work in a M.A.R.S. (Mobile, Analytics, Real-time, Social) marketing environment?
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