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How Big Data Brings Marketing and Finance Together

Harvard Business Review

When Raja Rajamannar became CMO of MasterCard Worldwide in 2013, he moved quickly to transform how the credit card giant measures marketing. To spearhead analytic efforts, he assigned a finance person – who was already embedded in marketing – to create an ROI evaluation framework and integrated her deeper into the marketing function.

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How Pinterest’s Buy Buttons Can Change e-Commerce

Harvard Business Review

My own thinking about the power of buyable pins has been shaped both by research on how social networks drive purchasing (as featured in these pages in 2012 and 2013 ), and by my experiences as a compulsive online shopper. So what will Pinterest get out of me spending the entire weekend online (strictly hypothetically), shopping for dresses

Revenue 15
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What the Companies Winning at Big Data Do Differently

Harvard Business Review

subscribers in the first quarter of 2013, a 7% increase over the previous quarter. In December 2012 and January of this year, Tata Consultancy Services surveyed 1,217 executives from large companies (revenue of more than $1 billion) in a dozen global industries in North America, Europe, Asia-Pacific, and Latin America.

ROI 11
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Four Ideas for Creating Mobile Strategy

Harvard Business Review

Even more challenging, especially for the ROI-driven marketer, is deploying a mobile strategy that moves the needle for the business in the near-term, but also anticipates the future. But all is not lost: research shows that connecting second-screen extensions to TV spend can actually multiply its ROI. At my company, Mondel?z

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Your Company Should Be Helping Customers on Social

Harvard Business Review

Similarly, the percentage of people who have used Twitter for customer service leapt nearly 70%, from 22 to 37% from 2013-14. So how can companies increase their ROI of social media customer service? Our research has shown that the volume of tweets targeted at brands and their Twitter service handles, for example, has grown 2.5x

Media 15
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What I Learned from Trying to Innovate at the New York Times

Harvard Business Review

By the end of my two years there, two of the three products the company had launched to drive new revenue had been repositioned as free offerings intended to drive engagement, and the third had been shut down entirely; there were no meaningful plans for new products underway. zbysiu rodak. It was also a resounding failure.

Revenue 15
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The IT Conversation We Should Be Having

Harvard Business Review

Our observations: CEOs are demanding more visible value from their CIOs, in terms of generating revenue, gaining new customers, and increasing customer satisfaction. IT management ROA ROI' Only a quarter of executives felt their CIO was performing above his or her peers.

ROI 11