MARC details
| 000 -LEADER |
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| fixed length control field |
01802nab a2200169 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
151124b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Horst, Peter |
| 245 ## - TITLE STATEMENT |
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| Title |
Don't Let Big Data Bury Your Brand |
| Remainder of title |
What Capital One Learned About Overrelying on Analytics |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
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| Name of publisher, distributor, etc |
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| Date of publication, distribution, etc |
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| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
63-69p. |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc |
The credit card giant Capital One is known for its pioneering use of marketing analytics and big data, so it might be surprising to learn about its recent realization: that too much reliance on those tools had left it without a meaningful brand. The authors explain how the number one job of the CMO—to strike the right balance between promotions that goose revenue in the short term and brand-building campaigns that support healthy margins in the long term—has become dramatically harder in the age of data-driven targeting. Capital One got its own wake-up call when its CEO, Rich Fairbank, commissioned a brand equity study. The research revealed that the company was overwhelmingly known by consumers for just one attribute: “They send me lots of mail.” Efforts to strengthen the brand and give Capital One a stronger foundation for future growth yielded five lessons—all learned and refined through conversations with other marketing executives, including Tony Pace, of Subway; Mark Addicks, of General Mills; Tariq Shaukat, of Caesars Entertainment; Russell Weiner, of Domino’s; and Jim Speros, of Fidelity, as they dealt with the same tension in their very different organizations. INSETS: Idea in Brief.;Fidelity Forges a Path to Balanced Marketing. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Analytics |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Branding |
| 773 0# - HOST ITEM ENTRY |
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| Host Biblionumber |
39795 |
| Place, publisher, and date of publication |
New Delhi Living Media India Ltd. |
| Other item identifier |
S83560 |
| Title |
Harvard Business Review. 10(11) Nov 2015 |
| International Standard Serial Number |
0017-8012 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Articles |
