Engagement rate is a vanity metric that simply doesn’t cut it anymore, here’s three alternative approaches to dig deeper into your audience’s actual engagement with your brand. Should your marketing team care about engagement rates? The short answer is no, marketers need to stop putting so much focus on engagement rates when they measure success. The long […]
It’s time to suit up, and figure out what we need to do to kick business into high gear. In the UAE, summer 2019 virtually started with an early Ramadan in May, which was followed by the break for Eid al-Fitr, and then the summer holidays from school, and continued with the Eid al-Adha break that happened […]
On Value In business school you spend a lot of time learning about the idea of value, which is surprisingly slippery — the value of a firm, an idea, a product, a service. Because of this you need a cross-section of disciplines to approximate value — marketing, strategy, statistics, law, operations, innovation, economics, and finance […]
In only a decade, hiring, culture, workforce distribution, and customer preferences all will look dramatically different. Some business trends go the way of Formica tables, as we learn in study after study (open office layouts, we’re looking at you). But others evolve as the world develops, and those trends are the ones that demand a […]
Utilizing AI in your business marketing is more cost-effective and simpler to implement than you think. Finding a logical starting point for bringing artificial intelligence integration into your marketing strategy is intimidating, no matter what your budget looks like. However, for the SMB and startup entrepreneur without the wiggle room to experiment, getting started often feels incredibly […]
