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Archive for February 2012

At Issue } essential reading

B2B Marketers: It's time to become a growth engine

McKinsey and Company
Feb 21, 2012

The trends that are rocking B2C companies are just as relevant to the B2B world: multiplying customer touch points, changing customer behaviors, massive floods of big data. And like their B2C counterparts, B2B companies need to put the customer at the center of everything they do.

Why Some Think P&G's Innovation Is Slipping

Jack Neff
Feb 20, 2012

Tucked in an area north of Cincinnati is an office-warehouse building that looks like a movie set. It contains fully functional mockups of two homes (one upper-middle class, one lower-income) complete with kitchens, bathrooms and laundry rooms. It has two mock grocery stores and a virtual-reality lab where you can fly over store shelves. This is the Beckett Ridge Innovation Center, or BRIC, in P&G parlance. And P&G, whose innovation record has come under growing scrutiny, hopes it can deliver.

Beyond Facebook: The Rise Of Interest-Based Social Networks

Jay Jamison
Feb 20, 2012

While some may pronounce that Facebook is all the social we’d ever need, users clearly haven’t gotten the memo. Instead, users are rapidly adopting new interest-based social networks such as Pinterest, Instagram, Thumb, Foodspotting, and even the very new Fitocracy.

How Marketers Selective Learning has Become Consumers Selective Hearing

Valeria Maltoni
Feb 20, 2012

Is now a good time to have a Jerry Maguire moment? To refresh your memory, the story goes when a sports agent has a moral epiphany and is fired for expressing it, he decides to put his new philosophy to the test as an independent with the only athlete who stays with him. We say people matter, do we mean it?

Bessemer Ventures: Why We Invested In Pinterest

E. B. Boyd
Feb 17, 2012

Jeremy Levine, who led Bessemer's investment, tells us about all the ways Pinterest can make money, why it's not thinking about that right now, and why the company is more like Google than you might imagine.

Four Weird Things the Internet Is Doing to Our Understanding of Television

Eric Spiegelman
Feb 17, 2012

People seem really intent these days on fusing television with the Internet. On one level this makes no sense. Television technology works just fine and we all understand how to use it. We’re also in the midst of a golden age when it comes to programming; I can’t remember another time when there were this many good shows on. Also, television advertising rates are enormous compared to the Internet. There are people on YouTube who have more subscribers than top network sitcoms have viewers, yet they earn a minuscule fraction of the revenue. Television, as an industry, is strong. So there is the scent of blood in the water, and out of the resulting frenzy a few lessons have appeared. Here are four of them.

IBM's Anjul Bhambhri on What Is a Data Scientist?

Dan Woods
Feb 16, 2012

To fully exploit the opportunity presented by big data, a value chain must be created that helps address the challenges of acquiring data, evaluating its value, distilling it, building models both manually and automatically, analyzing the data, creating applications, and changing business processes based on what is discovered.

How Companies Learn Your Secrets

Charles Duhigg
Feb 16, 2012

Andrew Pole had just started working as a statistician for Target in 2002, when two colleagues from the marketing department stopped by his desk to ask an odd question: “If we wanted to figure out if a customer is pregnant, even if she didn’t want us to know, can you do that?”

NBC Universal's New Olympics Challenge: Screen-Jumping

Brian Steinberg
Feb 15, 2012

NBC Universal's broadcasts of the Olympics from London this summer will be filled with the usual athletic contests: synchronized swimming, basketball and canoe sprinting, among others. Behind the scenes, however, NBC will engage in a different sort of game: tablet counting. Mindful that audiences are no longer relying solely on TV to get all their video content, NBC Universal will use the Olympics to set up a system that purports to count viewers across all the different ways they now watch their shows.

Customized Jeans That Will Never Make Your Butt Look Big Are The Future Of Shopping

Douglas Crets
Feb 15, 2012

The future of shopping means every garment--and shopping experience--can be customized to fit both your body and your thirst for discovery.

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