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Outsider Insights | You Can't Measure AI ROI If You Can't Measure Marketing ROI
Outsider Insights
Across Chief Outsiders, we talk to hundreds of CEOs every month. In this series, we explore the trends and challenges we’re hearing from these discussions – and what you can do if you’re facing the same issues in your business.
ChatGPT is a Silver Bullet (oh, the irony)
Tue, Apr 18, 2023 — I’ve wanted to write about the fallacy of a silver bullet in business for some time. Defined as “a simple and seemingly magical solution to a complicated problem,” the silver bullet – as I’ve learned in my “grinding-it-out” years in business – simply doesn’t exist.
Is ChatGPT Going to Change Search Marketing?
Tue, Mar 21, 2023 — Microsoft’s recent announcement on adding ChatGPT AI Technology to Bing must be sending warning signals to Google on the future of search marketing. With the integration of ChatGPT in Bing, the search engine will be able to provide results in a natural language – more conversational than a list of links that is today’s norm.
Keeping Up With Technology
Thu, Jun 18, 2020 — According to a recent study by Chief Outsiders, a national business strategy consulting firm, 88% of Chief Marketing Officers (CMOs) see difficulty in staying ahead of technological advancements.
Better Living Through AI: How Computers Will Improve the Service Experience
Wed, Mar 27, 2019 — For consumers tired of endless hold times, long-snaking lines, and difficulty getting customer service, help is on the way. The often confusing, maddening connection to some of our favorite brands and services is about to improve substantially—driven by a pair of tech-powered developments poised to move into the consumer and B2B mainstream sooner than most people think. The first is Artificial Intelligence (AI)—something that, for years, seemed to be the domain of Hollywood hype. Today, whether we know it or not, real learning software is in active use today in a wide variety of areas, ranging from cyber security to your Netflix app.
How Small- and Mid-sized Business (SMBs) Can Execute the “Virtuous Cycle” of Digital Growth
Thu, Dec 13, 2018 — This is the final installment in our series. This article will emphasize effective adoption of best practices, offer a logical sequence to implementation, and discuss building organizational and program maturity. This article will help you understand how to achieve “digital growth champion” status. This is also the last in a series of five articles focused on helping executives in small- and mid-sized businesses utilize digital technologies effectively to assist in accelerating revenues and profits. If you missed the first four articles, you can find them here: Article 1 Article 2 Article 3 Article 4
Aligning Business Strategies and Digital Platforms to Drive Growth in Small- and Mid-Sized Businesses (SMBs)
Thu, Dec 6, 2018 — This is the fourth in a series of articles focused on helping executives in small- and mid-sized businesses utilize digital technologies effectively to assist in accelerating revenues and profits. If you missed the first three articles, you can find the first here, the second here, and the third here. Three previous articles included an introduction to four major ways digital technologies can help your business and described a spectrum of technologies and a possible implementation roadmap, and associated digital proficiency with enhanced business performance. We also looked at how business process needs and priorities should help guide your digital paths and how to organize your people for success. We are ready to discuss the third step on the “USA” digital roadmap: “Implement New Platforms and Technology.”
The Role of People and Organizational Structure in Digital Growth for Small- and Mid-Sized Businesses (SMBs)
Thu, Jun 21, 2018 — This is the third in a series of articles focused on helping executives in small- and mid-sized businesses utilize digital technologies effectively to assist in accelerating revenues and profits. If you missed the first two articles, you can find the first one here and the second one here. The previous articles included an introduction to four major ways digital technologies can help your business, described a spectrum of technologies and a possible implementation roadmap, and associated digital proficiency with enhanced business performance. The second article also took a deep look at how business process needs and priorities should help guide your digital paths. In that article, I also introduced the “USA” model for digital transformation.
The Role of Processes in Digital Growth for Small- and Mid-Sized Businesses (SMBs)
Mon, May 14, 2018 — This is the second in a series of articles on helping executives in small- and mid-sized businesses utilize digital technologies effectively to assist in accelerating revenues and profits. The previous article included an introduction to four major ways digital technologies can help your business, described a spectrum of technologies and a possible implementation roadmap, and associated digital proficiency with enhanced business performance. It also included a 10-question survey to help you set an internal benchmark for your digital programs. In this article, I’ll provide practical guidance on where to start a journey for those businesses with a minimal digital growth path today.
The Digital Growth Imperative for Small- and Mid-Sized Businesses (SMBs)
Thu, Apr 19, 2018 — There are many ways to think about growth, and many models to help stimulate your thinking. One of the more traditional, best known, and still effective models, is this one: