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August 2015—Companies have more data at their fingertips than ever, so why do online shoppers remain such a mystery? The solution begins with bringing all the information together to form a meaningful picture of the consumer.more
July 2015—Everyone wants to go digital. The first step is truly understanding what that is.more
July 2015—Struggling to keep up with rapidly evolving consumer behavior? Digital marketing operations can bridge the divide between what customers expect and what they get.more
July 2015—New research shows that buzz plays a greater role than previously thought in getting consumers to buy and that the pool of the most effective influencers is largely untapped.more
July 2015—Adobe executives discuss the company’s move from selling shrink-wrapped products to offering web-based software and services.more
May 2015—Big companies are finding growth in new markets by harnessing an underused asset—their brands.more
May 2015—How do companies stay ahead when everyone is accelerating? Not by merely adapting to changing conditions, but by doing so quickly and decisively, according to McKinsey’s Marc Singer.more
May 2015—What is marketing technology and why does it matter? Scott Brinker, cofounder and CTO of ion interactive, and Jason Heller, global leader of McKinsey Digital Marketing Operations, explain.more
March 2015—More than two-thirds of traditional commercial transformations fail. Here’s an approach to upgrading your marketing, sales, and pricing capabilities that works.more
March 2015—Consistent growth is difficult; consistent outperformance rarer still. Yet many companies still fail to develop their marketing and sales capabilities to drive performance.more
March 2015—Companies often overlook pricing as a driver of earnings growth, instead defaulting to cost cutting and other measures. Here are five steps to growth through pricing.more
February 2015—New data and better coordination can create value in the sales channel.more
February 2015—Companies adept at using digital tools along the consumer decision journey are gaining a sizable lead over competitors.more
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.
The creation of knowledge supports McKinsey’s core mission: helping our clients achieve distinctive, lasting, and substantial performance improvements. We publish our insights and those of external experts to help advance the practice of management and provide leaders with facts on which to base business and policy decisions. Views expressed by third-party authors are theirs alone.