INSIGHTS

Saving, scrimping, and … splurging? New insights into consumer behavior


    March, 2016| Our global survey of more than 22,000 consumers highlights recent shifts in buying behaviors, which have important implications for retailers and packaged-goods companies alike.   By Max Magni, Anne Martinez, and Rukhshana Motiwala   For many people around the world, the economic downturn isn't a thing of the past but rather a persistent everyday reality. Money remains a constant worry-and fear of yet another downturn...
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From touchpoints to journeys: Seeing the world as customers do


  March 2016| To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can divert attention from the more important issue: the customer's end-to-end journey.   by Nicolas Maechler, Kevin Neher, and Robert Park   When most companies focus on customer experience they think about touchpoints-the individual transactions through which customers interact with parts of the business and its offerings....
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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. by Edwin van Bommel, David Edelman, and Kelly Ungerman   Many of the executives we speak with in banking, retail, and other sectors are still struggling to devise the perfect cross-channel experiences for their customers—experiences that take advantage of digitization to provide...
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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.   Few business functions have been as profoundly disrupted by digitization as marketing. The era of expensive campaigns pushing products through mass media has been upended, as consumers, empowered by information,...
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Ten tips for leading companies out of crisis


March 2014 | Even good managers can miss the early signs of distress, says McKinsey’s Doug Yakola, who’s been running recovery programs for 20 years. The first step is to acknowledge there’s a problem. byDoug Yakola   “I’ve seen my share of boiled frogs,” says Doug Yakola, comparing companies in crisis with the metaphorical frog that doesn’t notice the water it’s in is warming...
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Tapping the power of hidden influencers


March 2014 | A tool social scientists use to identify sex workers and drug users can help senior executives find the people most likely to catalyze—or sabotage—organizational-change efforts. byLili Duan, Emily Sheeren, and Leigh M. Weiss   Employee resistance is the most common reason executives cite for the failure of big organizational-change efforts. Winning over skeptical employees and convincing...
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The strength of ‘weak signals’


Snippets of information, often hidden in social-media streams, offer companies a valuable new tool for staying ahead.   February 2014 | byMartin Harrysson, Estelle Métayer, and Hugo Sarrazin   As information thunders through the digital economy, it’s easy to miss valuable “weak signals” often hidden amid the noise. Arising primarily from social media, they represent snippets—not...
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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.   by Nora Aufreiter, Julien Boudet, and Vivian Weng   It’s a postholiday tradition up there with returning unwanted gifts and vowing to exercise more: spending a few hours cleaning out your e-mail inbox. If you’re wondering why marketers seem intent...
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Why can't we be friends?


The application of data analytics offers a useful approach to build more collaboration in support of stronger growth.   December 2013 | byJonathan Gordon, Jean-Hugues Monier, and Phil Ogren   Marketing is in the midst of a performance revolution. The application of advanced analytics and plentiful data has allowed chief marketing officers (CMOs) to demonstrate the return on investment from marketing activities with a degree of precision...
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Organizing for change through social technologies: McKinsey Global Survey results


November 2013 | Corporate use of social technologies is mainstream, though the pace of adoption has slowed. But companies can still take advantage of the untapped potential these tools have to transform their organizations and create significant value.   While the percentage of companies adopting social technologies remains high, it has plateaued. After seven years of research on the use and benefits of social tools, respondents to our latest...
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Ivailo Borisov
Ivailo Borisov
Managing Director
Phone: +359 2 805 71 58
Mobile: +359 887 40 83 86
i.borisov@ardencyconsulting.com
 
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