A few years ago, Foot Locker’s loyalty program had low customer penetration. The problem, according to Kim Waldmann, Senior Vice President and Global Chief Customer Officer at Foot Locker Inc., lay in the customer journey to sign up for it. At the time corporate executives assumed the brand wasn&#..

McKinsey & Company’s second CMO Growth Research Survey, presented earlier this month in partnership with the Association of National Advertisers at the Cannes Lions International Festival of Creativity, highlights the growing disconnect between CMOs and CEOs on the topics of measuring mark..

Enterprise B2B marketers are now emphasizing revenue-focused KPIs over vanity metrics such as clickthrough rates and lead volume, according to a study from B2B marketing specialist 2X and management consultancy Avasant. That shift ties in with a heightened focus on more efficient and effective ways ..