“When long-term effects were included in the calculations, however, the contribution of digital dropped by half. Online displays and Facebook advertising just cannot deliver the same emotional connection that brand equity requires that TV advertising does. Significant cuts to TV… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“What, then, are the practical steps that pricing managers can take to master Big Data? Companies must recruit a new generation of pricing talent… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“Once management is on board, the sales team needs to understand the rationale behind the micromarket strategy and have simple tools that make it… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“If you’re good at data analytics but you don’t have this feel for the business, you’ll make naïve decisions. If you’re comfortable with the feel of the business but you never use analytics, you’re just leaving a lot of money on the table that your competitors are going to be able to exploit. So the challenge is how to build… — McKinsey Chief Marketing & Sales Officer Forum Copy Share
“One of the main reasons that MMM doesn’t deliver the benefits it should is because CMOs and marketers aren’t involved in the analysis. In many cases companies outsource the analysis or throw it over the wall to an internal analytics team. The result we often see is that the CMO pushes back on implementing the findings of the analysis, either… — McKinsey Chief Marketing & Sales Officer Forum Copy Share
“If you’re comfortable with the feel of the business but you never use analytics, you’re just leaving a lot of money on the table… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“These data rarely exist in one place in the organization so you’ll need to pull in people from multiple functions such as marketing, sales,… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“The organizational and technology challenges are significant, and we have touched on only a few of them here. But we’ve seen big pay-offs for… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“When long-term effects were included in the calculations, however, the contribution of digital dropped by half. Online displays and Facebook advertising just cannot deliver… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“Given the overwhelmingly positive effects of this Facebook effort, the brand considered making massive marketing budget cuts to TV and print advertising in favor… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“Transforming your company to take advantage of data and analytics is the hard part, OK?” — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“Finding growth with big data is more than an add-on; it affects every aspect of a business, requiring a change in mind-set from leadership… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“If you’re good at data analytics but you don’t have this feel for the business, you’ll make naïve decisions.” — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
