Publications

  • How CMOs Can Get—and Keep—Their Marketing Mix Right

    February 07, 2018 | Bain Brief

    All CMOs have access to the same tools, but the leaders focus on the full range of conditions necessary for results.

  • Crazy Idea or Game-changing Breakthrough? Put It to the Test

    November 01, 2017 | Bain Brief

    Companies with a nimble test-and-learn culture will seize new opportunities quickly.

  • Reinvigorate Cross-Selling

    October 12, 2016 | Bain Brief

    Advances in customer data, digital marketing and the customer experience have opened new opportunities to grow share of wallet.

  • Understanding Sample Sizes for Multivariate In-Market Tests

    July 15, 2016 | Expert Commentary

    Both A/B and multivariate in-market tests can provide remarkable insights on effective marketing strategy. But to conduct an in-market test, marketers must first consider the basic issue of sample size.

  • A/B and Multivariate In-Market Testing: What's the Difference?

    July 14, 2016 | Expert Commentary

    Marketers can learn a great deal about which messages, promotions or ads are effective through in-market testing. But which test is right for your campaign?

  • The Math, the Magic and the Customer

    April 13, 2016 | Bain Brief

    Data-savvy digital marketers must still maintain an emotional connection with the people who do the buying.

  • Bought Not Sold: Marketing and Selling to Digitally Empowered Business Customers

    October 07, 2015 | Bain Brand Strategy | Bain Brief

    First impressions have always mattered, but now they involve building out a relevant and deep digital footprint to reach a potential customer early in the buying process, staying on the prospect's short list, and engaging the customer with the right experts in the right channel to close a deal.

  • How to Outgrow Your Competitors: Lessons from US Brand Winners

    September 09, 2015 | Bain Brief

    It's harder than ever to grow a brand, but one in five in the US are gaining share in their categories, according to our study of 550 top brands. These brands outperform their rivals by innovating more effectively to improve penetration, spending more wisely on brand memorability and excelling at

  • Winning with Brands

    June 24, 2015 | Bain Brief

    For years consumer goods executives worried about the viability of brands. Retail consolidation and the emergence of private labels posed serious threats. Yet, brands are thriving, enjoying 10-year highs in margins and profit pool share. What can brands do to try to maintain this momentum, despite

  • Decision-driven marketing

    June 24, 2014 | Harvard Business Review

    Cutting-edge companies create a different kind of marketing organization—one that is less siloed, more interactive, and more collaborative, and that increases marketing’s value and effectiveness.