Research Highlights

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What Is the Future of Data Sharing?
Consumer Mindsets and the Power of Brands

by Matthew Quint & David Rogers

The Columbia Center on Global Brand Leadership, in conjunction with the Aimia Institute, surveyed 8,000 consumers in five countries, to examine how people think about data sharing, with an aim to uncover the deeper nuances of this behavior:

  • More than 70% of consumers will consider sharing sensitive personal data even when they are not required to
  • Over 75% of people are more willing to share¬† various types of personal data with a brand they trust
  • There are four Data-Sharing Mindsets which can help predict certain attitudes towards data sharing


Showrooming and the Rise of the
Mobile-Assisted Shopper:
  By Matthew Quint, David Rogers, and Rick Ferguson

The Columbia Brand Center and Aimia surveyed 3,000 leading-edge consumers ("M-Shoppers") in 3 countries, who represent the "omni-channel" future of retail to discover how smartphones assist their in-store shopping:

  • 21% of consumers are M-Shoppers: using mobile devices to asisst in-store shopping
  • Mobile devices can actually improve the chances of an in-store purchase
  • Price isn’t always the most important factor in consumer decisions to "showroom"


Run Marketing as a Business:
The Transformation of SAP Marketing
  By Matthew Quint

Like many businesses, technology-leader SAP faced major challenges at the turn of the last decade. Competition in the IT sector was evolving to be leaner and more targeted. Customers were becoming more knowledgeable, demanding, and price sensitive. SAP's image was quickly becoming outdated, and there was a growing rift between employees and upper management that threatened to pull the organization apart. This case study delves into how SAP's leadership worked to reinvigorate the company and how SAP Marketing evolved into a department focused on culture and ROI-driven results.

In order to bring SAP technology to 1 billion people, SAP Marketing needed to revamp the way SAP branded itself. CMO Jonathan Becher began driving a new platform that leveraged the art and science of marketing. "Think business first, marketing second. From that comes a mantra that marketing is a business, not just a division that supports a business."

>> DOWNLOAD Run Marketing as a Business Part I and Part II.

Happy Customers Everywhere
  By Prof. Bernd Schmitt

Drawing on the latest research in the exploding field of positive psychology, Schmitt's latest book released this summer offers three unique approaches any business can use to turning a casual customer into a committed fan:

  • The Feel-Good Method: Use the experience of pleasure and positive emotion to hook new customers
  • The Values-and-Meaning Method: Attract passionate customers by appealing to their core values
  • The Engagement Method: Immerse customer in a new and engaging experience

In Happy Customers Everywhere, Schmitt shows marketers, brand managers, and entrepreneurs how to design an authentic and successful campaign that will reach, grow, and sustain a devoted base of customers.