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Articles and Opinion  Using Big Search Data to Map Your Market Premium

Skiera, Bernd; Ringel, Daniel M. Analyzing big data poses huge challenges. The authors describe how they used clickstream data to visualize competition in product categories containing more than 1,000 products. Manufacturers and retailers can profit from their approach, which yields more meaningful information on customer behavior than traditional market research methods. Read article

Articles and Opinion  Selling Experiences to Connect With Consumers Premium

Gallo, Iñigo; Townsend, Claudia Selling products through experiences can yield benefits such as greater word of mouth. But to be successful, marketers need to understand the dynamics at play. Read article

Articles and Opinion  3 Steps to Market-Driven Digital Transformation Premium

Villanueva, Julián; Ferrándiz, Luis To help businesses get ready for a digitally transformed world, this article presents a step-by-step model called the Stairway to Digitalization. It starts with customers, and demands senior-level commitment, so the strategic goal of digital transformation is achieved. Read article

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Using Big Search Data to Map Your Market Skiera, Bernd; Ringel, Daniel M.
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Selling Experiences to Connect With Consumers Gallo, Iñigo; Townsend, Claudia
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