Insights From

Strategic Marketing

Under the Influence: Influencer Marketing

Influencer marketing is a key way to engage potential customers, build loyalty and drive a message to a larger market in an organic way. Darden marketing experts provide insights for aspiring influencers and marketers eager to analyze their effect.

Thinking of You: Consumer Decisions That Make the Heart Grow Fonder

Research shows that consumers don’t just make decisions based on personal beliefs, attitudes and preferences — at least not those in close relationships when choosing shared experiences. How can this information benefit relationships and marketing strategy?

Let’s Take a Vote (or Maybe Not)

Companies use voting to engage customers and create buzz. The practice can spark innovation, lower product development costs and increase speed to market. But this kind of engagement can also lead to consumer expectations … and the British public voting to name a $280 million ship “Boaty McBoatface.” How can savvy organizations avoid this trap?

Artificial Intelligence: Marketing’s New Moment of Truth

Darden Professor Rajkumar Venkatesan proposes four steps for marketers to develop an AI “canvas,” through which they can deploy machine learning technologies to compete for customer attention.

How the Portland Trail Blazers won back their fans

What does a formerly popular NBA franchise do when it sees a sheer drop in attendance and more than half its luxury suites go empty? It employs this technique to determine how much fans value different perks … and refills the arena with a strategic and inexpensive promotion.

How We Get Others Wrong

We may be proud of our own interests as well-rounded and complex, but when it comes to others, we’re quick to assume a narrow spectrum of tastes. Professor Tami Kim explains why this matters in a range of situations, whether companies are marketing to consumers or physicians are consulting on life-or-death matters.

5 Keys to Creating an A1 Analytics Culture

How successful firms use data: Car insurance comparison site Compare.com drove completion rates thanks to its analysis of customer behavior and web traffic. It serves as a case in point on the five key traits of organizations with exceptional cultures of experimentation.

Marketers on Board: The Secret Ingredient to Firm Growth

As executives and recruiters choose talent for boards, they should consider knowledge and functional diversity.

Customer Engagement: 4 Types and New Maps

To compete effectively in a fast-paced environment, companies are realizing they need to build deeper attachments with customers. They want customers who will do more than just shop — who will influence others, make referrals and even co-create new products.

Using Big Data: 3 Reasons It Fails and 4 Ways to Make It Work

Darden Professors Raj Venkatesan and Kim Whitler have found, in their research, seven key lessons that apply to all companies, whether they are “native” in data analytics or have transitioned into it.