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What Creativity in Marketing Looks Like Today

Harvard Business

What makes marketing creative? Is a creative marketer more artist or entrepreneur? Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous.

Marketing 136
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Don’t Be Tyrannized by Old Metrics

Harvard Business

While effective metrics are essential for focusing attention and achieving results, they can also overpower better sense. Most industries cower to a few central metrics, the yardsticks that define the winners and losers. Metrics tried and proven over years become a guide to what’s important, driving resource allocation.

Metrics 70
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An Overview of Digital Marketing Consulting

Tom Spencer

Digital marketing consultants provide marketing advice and optimize the online presence of organizations so that they can be easily found by their target audience. Businesses, non-profits, and governments are all interested in increasing their online visibility, and digital marketing consultants have the ability to make this happen.

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Scaling Customer Service as Your Startup Grows

Harvard Business

Along the way, I’ve talked to hundreds of founders, sales and marketing leaders, customer success VPs, and front-line reps about how to build a customer-first SaaS organization. Your #1 focus at this stage is product-market fit. Don’t obsess over metrics like inquiry volume or time to close tickets. What to do.

Metrics 132
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Great Digital Companies Build Great Recommendation Engines

Harvard Business

Recommendation engines (or recommenders ) force organizations to fundamentally rethink how to get greater value from their data while creating greater value for their customers. ”We didn’t think a recommendation engine was necessary at the time,” said one of the company’s web developers. ” So they did.

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The Kinds of Data Scientist

Harvard Business

These data scientists design, define, and implement metrics, run and interpret experiments, create dashboards, draw causal inferences, and generate recommendations from modeling and measurement. The elusive full stack data scientists do exist, though they are hard to find. Modeling Scientist Who consumes the output? What is the output?

Data 132
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Marketing Mix Modeling MMM (Part 1 of 3)

Tom Spencer

Is marketing solely a game of chance, or might there be a way to bring scientific methods to the table? At the micro level, the various pieces of the marketing puzzle can be, and should be, optimized on an on-going basis: The overall positioning and strategy should be evaluated. Let’s draw a distinction between the micro and the macro.