Because no two recessions are exactly alike, marketers find themselves in poorly charted waters every time one occurs. But guidance is available, say Quelch and Jocz, who have studied marketing successes (by Smucker, Procter & Gamble, Anheuser-Busch, and others) as well as failures throughout past recessions and identified patterns in
Tag: understanding
A Better System For Understanding The Real-World Impact Of Customer Loyalty – Net Promoter 3.0
Since its introduction, in 2003, the Net Promoter System, which measures how consistently brands turn customers into advocates, has become the predominant customer success framework. But as its popularity grew, NPS started to be gamed and misused in ways that hurt its credibility. Unaudited, self-reported Net Promoter Scores undermined the
Understanding Searches Better Than Ever Before
If there’s one thing I’ve learned over the 15 years working on Google Search, it’s that people’s curiosity is endless. We see billions of searches every day, and 15 percent of those queries are ones we haven’t seen before – so we’ve built ways to return results for queries we can’t anticipate.
