Customer Valuation: An Interview with Peter Fader, Professor of Marketing, the Wharton School of the University of Pennsylvania
By Stephen Shaw Just about every CMO will tell you their top priority is growing topline revenue. Where they might differ is how they go about achieving that growth. There are two prevailing schools of thought. The first is that growth comes primarily from attracting as many category buyers as …
2023 CMO State of The Union Survey: Today’s Biggest Marketing Challenges
By Amandine Servain This year has proven to be the year of radical change in marketing. Artificial intelligence (AI) is becoming more integrated. Tight margins mean more trips to the Chief Financial Officer to scrutinize the budget. And now, cookies are being phased out. To top it off, traditional paid …
Data Storytelling Powers Marketing Campaigns and Business Decisions
By William Skelly As organizations are getting smarter about measuring performance, from sales revenue and customer interactions to production metrics and costs, there’s more granular data than ever. By 2025, an estimated 181 zettabytes of data will be created, captured, copied and consumed worldwide, according to Statista.1 Most data scientists …
Why Customer-Centric Pricing Is Fundamental to Acquisition and Retention
By Greg Demas As competitive forces, the economic environment and rapidly evolving consumer expectations continue to transform the banking industry. Attracting and building customer relationships is no longer a game won by presenting low rates and fees on a visually-pleasing website. The banking industry has sunk billions into modernizing its …