Organizing for Marketing Agility
In Search of the Perfect DecisionFeb 28, 2019 Christopher Frank, Vice President Marketplace Insights, American Express Company
How do you improve the speed and confidence of decision-making in an environment of incomplete information?
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
As platform companies try to create trust and build legitimacy in their market, empathetic consumer narratives can compete with the risk narratives promoted by others.
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.
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