Big Data and Better Pricing Decisions

As we have written before (see for example, 1, 2, 3), more and more marketers have become involved in big data analysis. Now, comes new research from McKinsey about how the analysis of big data can be used to improve a company’s pricing decisions. McKinsey’s Walter Baker, Dieter Kiewell, and Georg Winkler note that: “It’s […]

Read more

TV Everywhere Is Booming

As we have noted before, television viewing behavior is quickly evolving (yes, that’s an oxymoron, 🙂 ). Now, the “TV Everywhere” phenomenon means that fewer of us our tied to the TV cord. According to eMarketer: “Consumers want access to anything, anytime, anywhere — including television. One solution? TV Everywhere — services that enable cable […]

Read more

Are Sports Sponsorships Worth the Investment?

Yesterday, we looked at the growing U.S. TV audience for soccer and the opportunities this provides to sponsors and advertisers. Today, let us look at the financial dimensions of sports sponsorships for the 2014 World Cup in Brazil. Although the investments are huge, it is not clear that they are always the best expenditures of […]

Read more

Is the World Cup Coming of Age for U.S. Viewers?

For decades, soccer has been a leading participation sport in the United States. But TV viewership has lagged behind. With the 2014 World Cup being in time-zone-friendly Brazil — and ESPN having wall-to-wall coverage of matches, 2014 may be the year for TV viewing to take off in the United States. As Nielsen notes: “Long […]

Read more

Is Everything You Know About ROI Wrong?

For most companies, maximizing their return on investment (ROI) is a key goal that drives their strategies. But are they using and measuring ROI properly? Sometimes, ROI is not so easy to determine. With this in mind, consider the slideshow “How to Determine the ROI of Anything” by Gary Vaynerchuk, working at VaynerMedia: “What’s the ROI of […]

Read more

An Interesting New Concept: “Sympathetic Pricing”

As we have written several times before, the marketing dictionary seems to be exploding. The new term for today is sympathetic pricing. According to Trendwatching.com, sympathetic pricing is driven by this phenomenon: “Get ready for a wave of imaginative discounts that relieve lifestyle pain points, offer a helping hand in difficult times, or support a […]

Read more

Digitizing the Path to Purchase

Understanding the consumer’s new path to purchase, which often often involves a digital stage in the process, is important for virtually every firm. As such, a recent article from McKinsey’s Edwin van Bommel, David Edelman, and Kelly Ungerman gives some valuable insights: “Many of the executives we speak with in banking, retail, and other sectors […]

Read more

Keys to Successful Innovation

For many companies, innovation is the life blood for long-term success. Nonetheless, success with innovations can be elusive. As Mindjet,which offers a platform for enterprise innovation, notes: “Innovation is vital to achieve success in today’s evolving marketplace, but it’s easier said than done. In reality, most companies struggle to achieve true innovation, despite acknowledging its […]

Read more