Management Consulting Connection

Better Questions to Ask Your Data Scientists

Harvard Business

NOVEMBER 25, 2016

Juan Díaz-Faes for HBR. For example, advertising managers may ask analysts, “What is the most efficient way to use ads to increase sales?” ” Though this seems reasonable, it may not be the right question since the ultimate objective of most firms isn’t to increase sales, but to maximize profit.

Data

Data Analysis Advertising Enterprise

The Right Way for Companies to Publicize Their Social Responsibility Efforts

Harvard Business

APRIL 2, 2018

Stephen Smith for HBR. Critics questioned Hyundai’s decision to spend $5 million to advertise the $15 million donated to its Hope on Wheels program in 2017 (although in fairness, it has donated $130 million over its 20-year history). These messages come from the news media, not from paid advertising or sustainability reports.

Company

Company Advertising Report Sales

The Right Way to Use Analytics Isn’t for Planning

Harvard Business

JUNE 16, 2016

Laura Schneider for HBR. In July 2015, Novartis launched its new heart failure drug, Entresto, which Forbes in 2014 predicted would be a blockbuster — with expected sales of $10 billion annually — as the potential market in the US exceeds 5 million people with a heart failure condition. billion sales in India.

Pharmaceuticals

Pharmaceuticals Sales Insurance Insurance

How One CMO Revamped Her Role

Harvard Business

OCTOBER 3, 2018

” The email contained a link to a 2017 article one of us wrote for HBR, and suggested the CMO read it before their meeting. ” Like many of the CMOs described in the 2017 article, she was initially hired to focus on downstream commercialization roles, such as overseeing advertising.

Advertising

Advertising Agile Marketing Meeting

A Blueprint for Digital Companies’ Financial Reporting

Harvard Business

AUGUST 3, 2018

In a recent HBR article , we claimed that modern digital companies such as Uber, Facebook, and Alphabet play an increasingly important role in the economy, but their financial statements fail to capture company’s main value drivers. Digital companies must be performing such assessments in-house to reward their sales and marketing staff.

Financial

Financial Report Company Metrics

Fix Your Social Media Strategy by Taking It Back to Basics

Harvard Business

JULY 25, 2016

Laura Schneider for HBR. Some articles indicate that stories are an effective marketing and advertising tool. If you are driving sales online, measure digital KPIs with click-throughs from social platforms to the purchase. Measuring in-store sales is harder but can be done with offer codes, surveys, or scanner data.

Media

Media Strategy Strategy Strategy&

An Emotional Connection Matters More than Customer Satisfaction

Harvard Business

AUGUST 29, 2016

That means appealing to any of dozens of “emotional motivators” such as a desire to feel a sense of belonging, to succeed in life, or to feel secure.

Retail

Retail Apparel Financial ROI

50 Years Ago an Economist Worried About Unchecked Corporate Power. Here’s What His Theory Got Wrong

Harvard Business

AUGUST 22, 2017

Tim Evans for HBR. Sales growth stalled. Second, in 1967 future Nobel laureate Robert Solow (the economist’s economist — both then and now) savaged Galbraith on his underlying assumptions that consumer demand could be easily created through advertising. Capital requirements were managed.

Advertising

Advertising Government Industry Chemicals

Case Study: Can This Japanese Snack Food Company Break into the U.S. Market?

Harvard Business

APRIL 25, 2018

HBR Staff/Arata Photography/Getty Images. The largest producer of rice crackers in Japan, the company had $1 billion in domestic sales and hoped to kickstart growth and globalization plans. Sure, the business was chugging along, with sales increasing a modest 2% per year. “Cheetos! Please Cheetos!”

Case Study

Case Study Case Studies Study Company

Positioning Yourself As The Expert — How To Develop A Consulting Voice That Clients Will Listen To with Ron Carucci: Podcast #21

Consulting Success

JANUARY 29, 2018

Before you get a regular column like I have at HBR and Forbes, you have to earn your way to do it. I’m writing for Forbes and HBR and our books, doing podcasts. It never would have occurred to me to write for Forbes or for HBR. If you’re a niche firm, you’re not going to pay to advertise. I had no idea.

Development

Development Consulting How To Case Interview

Getting Value from Machine Learning Isn’t About Fancier Algorithms — It’s About Making It Easier to Use

Harvard Business

MARCH 6, 2018

juan díaz faes for hbr. Today, businesses don’t just want to have answers to questions like: did we meet our sales target for this quarter? Did our advertisement spend meet its objectives? Machine learning can drive tangible business value for a wide range of industries — but only if it is actually put to use.

Software

Software Data Accenture Engineering

Avoid Burnout by Asking This Question

Harvard Business

JUNE 21, 2016

Vincent Tsui for HBR. I knew the ads would feel like work to me, and I worried that I might self-censor or try to appeal to advertisers. In the late 1990s I began an undergrad business degree program at Queen’s University in Kingston, Ontario.

Study

Study Groups Sports Advertising

What If You Could Learn Design from Apple?

Harvard Business

SEPTEMBER 14, 2016

Paul Garbett for HBR. Sears had advertised on radio stations, but wanted to create a deeper relationship with its customers. Customer interactions that aren’t directly tied to sales are seen as unproductive. Sephora has put education and learning at the heart of its marketing, sales and customer service strategy.

Leadership

Leadership Recruiting Recruitment Training

The Next Battle in Antitrust Will Be About Whether One Company Knows Everything About You

Harvard Business

JULY 6, 2017

Vincent Tsui for HBR. Most industrial-age firms, despite venturing into digital replicas, appear more interested in embellishing their traditional product sales and services. It is desirable because of enormous cross-selling and cross-advertising opportunities that would accrue for the firm that gets there ahead of others.

Company

Company Engineering Operations Construction

Where Predictive Analytics Is Having the Biggest Impact

Harvard Business

MAY 25, 2016

vincent tsui FOR HBR. Aggregated total sales is a poor proxy because firms need to distribute inventory geographically, necessitating hyperlocal forecasts. The traditional way of solving this problem is using time-series econometrics with historical sales data. The big data revolution is upon us. Improved pricing.

Data

Data Advertising Operations Case Studies

5 Surprising Findings About How People Actually Buy Clothes and Shoes

Harvard Business

JUNE 6, 2018

HBR Staff/CSA Images/B&W Archive Collection/Getty Images. Many manufacturers try to answer these questions using point-of-sale data, which often comes filtered by the retailers that gather the information; media coverage, which tends to focus on the new; and previous sales of their products, which reflect the past.

Apparel

Apparel Retail Fashion Sales

Data Can Enhance Creative Projects — Just Look at Netflix

Harvard Business

JANUARY 23, 2018

Neasden Control Centre for hbr. ” This approach challenges the entertainment industry’s definition of success, which has traditionally been measured by viewership and sales figures. Nearly five years ago, a show that followed the lives of inmates in a women’s prison shook up television.

Data

Data Advertising Productivity Research

Brexit Could Deepen Europe’s Digital Recession

Harvard Business

JULY 5, 2016

In addition to the ones regularly in the news, I have argued earlier in HBR that there is a fundamental crisis unfolding over the longer term: the continent is suffering from a “digital recession” – a loss of momentum in its evolution toward a digital economy. The digital talent market in the UK is already tight.

Talent

Talent Enterprise Industry Software

Management Consulting Connection

Better Questions to Ask Your Data Scientists

The Right Way for Companies to Publicize Their Social Responsibility Efforts

Trending Sources

The Right Way to Use Analytics Isn’t for Planning

How One CMO Revamped Her Role

A Blueprint for Digital Companies’ Financial Reporting

Fix Your Social Media Strategy by Taking It Back to Basics

An Emotional Connection Matters More than Customer Satisfaction

50 Years Ago an Economist Worried About Unchecked Corporate Power. Here’s What His Theory Got Wrong

Case Study: Can This Japanese Snack Food Company Break into the U.S. Market?

Positioning Yourself As The Expert — How To Develop A Consulting Voice That Clients Will Listen To with Ron Carucci: Podcast #21

Getting Value from Machine Learning Isn’t About Fancier Algorithms — It’s About Making It Easier to Use

Avoid Burnout by Asking This Question

What If You Could Learn Design from Apple?

The Next Battle in Antitrust Will Be About Whether One Company Knows Everything About You

Where Predictive Analytics Is Having the Biggest Impact

5 Surprising Findings About How People Actually Buy Clothes and Shoes

Data Can Enhance Creative Projects — Just Look at Netflix

Brexit Could Deepen Europe’s Digital Recession

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