Complexity's competitive edge

• Autores: Sam Ransbotham
• Localización: MIT Sloan management review, ISSN 1532-9194, Vol. 57, Nº 4, 2016, págs. 4-4
• Idioma: inglés
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• Resumen

  • In a group interview, four leaders across IHG's Global Sales and Marketing team discuss gaining competitive advantage from using analytics in pricing and marketing. The interview participants are: Larry Seligman, vice president of advanced consumer analytics; Jim Sprigg, director for database marketing and analytics; Angela Galeziowski, vice president of worldwide sales, strategic insights and planning; and Dev Koushik, vice president of global revenue optimization. Addressing complexity, if you can address complexity in modern marketing, really gives companies a competitive advantage that can take time for competitors to replicate, the IHG team noted. A lot of what is done in analytics is around discovering some novel way of doing things, such as marketing.