Harvard Business Review: Users, Not Buyers Key to Successful Marketing

Posted by Thomas Riley on Feb 20, 2018 11:58:59 AM

 

 

A recent article from the Harvard Business Review reports on a joint study from SAP, Siegel+Gale, and Shift that found major differences between digital and traditional brands. First and foremost, traditional brands aim to be in the minds of their customers while digital aimed to be a part of the lives of their customers, a loftier and more involved goal. The survey of 5,000 consumers concerning over 50 brands found two primary categories of brands: "purchase" and "usage."

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Topics: B2B Content, HBR, Customer Journey, customer, usage, buyer, anayltics

As Companies Embrace Analytics, A Data-Driven Approach Presents An Opportunity To Scale

Posted by Thomas Riley on Feb 19, 2018 1:07:39 PM

 

 

A major survey from NewVantage Partners shows that among 57 large corporations polled, AI and data projects are delivering significant value. The survey is in its sixth year and its reach and quality continues to grow, tapping the perspectives of the growing number of chief data officers. As big data and AI projects grow increasingly indistinguishable, more companies are looking to integrate the technologies into a coherent strategy. 

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Topics: B2B Content, HBR, Data Driven, big data

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