Tag Archives: Economist Intelligence Unit

How IKEA, British Airways tie insights to outcomes

By Anne-Lindsay Beall, Editor | Published: January 29, 2013
Tying insights to outcome

Is your marketing team a silo in your organization? Customer analytics data has paved the way for marketers at IKEA and British Airways to closely align with the rest of the business — and shape company strategy.

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CMOs must close the gap

By Anne-Lindsay Beall, Editor | Published: January 16, 2013
Closing the gaps

The new EIU survey uncovered disturbing gaps in perception about marketing. What do CMOs have to do to close the gap? Connect customer insights to innovative business strategy across all channels and functions.

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CMOs are swimming upstream

By Anne-Lindsay Beall, Editor | Published: December 27, 2012
CMOs are swimming upstream

Surprising results from a new EIU survey: one in five CMOs say they are only consulted on marketing strategy, but don’t take the lead. Find out what CMOs need to do to take a more strategic role.

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New study says that CMOs are on the outside looking in

By Anne-Lindsay Beall, Editor | Published: November 30, 2012
Outside looking in: the CMO struggles to get in sync with the C-suite

According to a new global survey, Chief Marketing Executives (CMOs) have a big problem: There’s a lack of consensus between CMOs and the rest of the C-suite over marketing priorities. What’s a CMO to do? The Economist Intelligence Unit has answers.

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Social requires us to redefine customer value

By Jonathan Hornby, SAS Marketing Director | Published: July 7, 2011
Jonathan Hornby

Understanding a person’s social reach, combined with their propensity to share their thoughts is vital in determining customer value, says Jonathan Hornby. Technology makes it easier — and it’s available today.

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