McKinsey Chief Marketing & Sales Officer Forum



Average rating: 3.54 · 230 ratings · 7 reviews · 1 distinct workSimilar authors
Big Data, Analytics, and th...

3.54 avg rating — 230 ratings — published 2013
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“Once management is on board, the sales team needs to understand the rationale behind the micromarket strategy and have simple tools that make it easy to implement. That means aligning sales coverage with opportunity and creating straightforward sales “plays” for each type of opportunity.”
McKinsey Chief Marketing & Sales Officer Forum, Big Data, Analytics, and the Future of Marketing & Sales

“When long-term effects were included in the calculations, however, the contribution of digital dropped by half. Online displays and Facebook advertising just cannot deliver the same emotional connection that brand equity requires that TV advertising does. Significant cuts to TV spend as suggested by traditional MMM would have reduced the NPV of the brand’s profit. In”
McKinsey Chief Marketing & Sales Officer Forum, Big Data, Analytics, and the Future of Marketing & Sales

“Finding growth with big data is more than an add-on; it affects every aspect of a business, requiring a change in mind-set from leadership down to the front lines. Micromarket strategies”
McKinsey Chief Marketing & Sales Officer Forum, Big Data, Analytics, and the Future of Marketing & Sales



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