Insights & Publications

Marketing & Sales

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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

Editor's choice

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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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interview

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

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article | McKinsey Quarterly

Why the COO should lead social-media customer service

January 2014—Although social channels have become powerful and cost-effective tools for customer service, management may be in the wrong hands.more

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Why marketers should keep sending you e-mails

January 2014—There’s a reason your inbox always seems jam-packed: e-mail marketing works. But companies can get smarter about ensuring every message counts.more

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Why can’t we be friends? Five steps to better relations between CFOs and CMOs

December 2013—The application of data analytics offers a useful approach to build more collaboration in support of stronger growth.more

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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.