Capital allocation strategy in marketing is the discipline of deciding where to deploy budget for the highest commercial return, not just the highest reported return. Most companies do it badly, not because they lack data, but because they optimise for what is measurable rather than what is valuable. The result is predictable: money pools at…
Digital strategy in a crisis is not a separate playbook you dust off when things go wrong. It is the same strategy, tested under conditions that expose every assumption you made when things were going well. The businesses that come out of a crisis in better shape than they went in are almost always the…
Customer experience measurement is the practice of capturing, tracking, and interpreting signals that indicate how customers feel about their interactions with your business, and using those signals to make decisions. Done well, it connects experience quality directly to commercial outcomes. Done poorly, it produces dashboards full of scores that nobody acts on and nobody trusts….
The McKinsey Black Leadership Academy is a professional development program designed to accelerate the careers of Black professionals across industries, offering structured learning, mentorship, and access to McKinsey’s networks and frameworks. It sits within McKinsey’s broader commitment to Black economic mobility and addresses a gap that many organisations talk about but few invest in seriously….
Customer segmentation in 2024 looks materially different from the demographic-first models most teams are still running. The shift is away from who customers are on paper toward how they behave, what they value, and where they sit in a predictive model built on first-party data. If your segments still start with age, gender, and household…
Measuring customer engagement means tracking how meaningfully customers interact with your brand across touchpoints, and using those signals to predict future behaviour, not just report past activity. Done well, it tells you whether customers are moving closer to buying, staying, or leaving. Done poorly, it produces dashboards full of numbers that feel good but change…
Spend analytics technology gives marketing teams a structured view of where budget is going, how it is performing, and where the gaps are between investment and return. At its best, it replaces gut feel and spreadsheet archaeology with clean, queryable data that supports faster, better commercial decisions. At its worst, it becomes another dashboard nobody…
Artificial intelligence and business strategy intersect most productively when organisations stop asking “what can AI do?” and start asking “what business problem are we actually trying to solve?” The technology is capable. The strategy, in most companies, is not keeping pace with it. That gap is where most AI investments quietly underperform. Not because the…
Vulnerability in leadership is the willingness to operate transparently, admit uncertainty, and show the people around you that you are human. It is not weakness dressed up as strategy. When leaders do it well, it builds trust faster than any performance review or town hall ever will. Most senior marketers have been conditioned to project…
Personalization, as most brands practice it, is not personalization. It is segmentation wearing a name badge. Showing someone an ad for the shoes they already bought, or addressing an email with their first name while sending the same message to 200,000 people, is not relevance. It is the appearance of relevance, and most consumers have…
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