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Marketing & Sales

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Getting the CMO and CIO to work as partners

August 2014—To turn new technologies into profits and growth, marketing and IT will need to change how they work—and how they work together.more

Editor's choice

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Why companies should care about e-care

August 2014—Digital customer service is now a strategic imperative, but its adoption is hampered by weaknesses in delivery strategies and incomplete measurement of its effectiveness.more

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Using marketing analytics to drive superior growth

June 2014—Companies have so many analytical options at their disposal that they often become paralyzed, defaulting to just one approach.more

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Using big data to make better pricing decisions

June 2014—Harnessing the flood of data available from customer interactions allows companies to price appropriately—and reap the rewards.more

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Is sports sponsorship worth it?

June 2014—How much value is generated from sponsoring the World Cup? Or its superstars, such as Lionel Messi or Cristiano Ronaldo? Here are five metrics that are crucial to finding out.more

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Mastering digital marketing

June 2014—The era of the traditional marketing campaign is ending. In this interview, McKinsey’s David Edelman explains what companies get wrong when it comes to digital marketing and the changes needed to better engage consumers.more

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Digitizing the consumer decision journey

June 2014—In a world where physical and virtual environments are rapidly converging, companies need to meet customer needs anytime, anywhere. Here’s how.more

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article | McKinsey Quarterly

Views from the front lines of the data-analytics revolution

March 2014—At a unique gathering of data-analytics leaders, new solutions began emerging to vexing privacy, talent, organizational, and frontline-adoption challenges.more

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The three Cs of customer satisfaction: Consistency, consistency, consistency

March 2014—It may not seem sexy, but consistency is the secret ingredient to making customers happy. However, it’s difficult to get right and requires top-leadership attention.more

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article | McKinsey Quarterly

The strength of ‘weak signals’

February 2014—Snippets of information, often hidden in social-media streams, offer companies a valuable new tool for staying ahead.more

About this content

The material on this page draws on the research and experience of McKinsey consultants and other sources. To learn more about our expertise, please visit the Marketing & Sales Practice.