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100			_aHorst, Peter
245			_aDon't Let Big Data Bury Your Brand _bWhat Capital One Learned About Overrelying on Analytics
260			_a _b _c
300			_a63-69p.
520			_aThe 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			_aMarketing
650			_aAnalytics
650			_aBranding
773	0		_039795 _dNew Delhi Living Media India Ltd. _oS83560 _tHarvard Business Review. 10(11) Nov 2015 _x0017-8012
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