David Dubois, INSEAD Assistant Professor of Marketing and Marcus Ho, Co-Founder of Social Metric

Measuring the success of social media interactions cannot be done using traditional ROI metrics. The nature of the communication channels involved requires a brand new approach.

Business practitioners study them, students debate them and companies examine them. The most-popular case studies of the last 40 years show some timeless business challenges and how to overcome them.

  • Adding a healthier Coke to a line of brands already positioned to be “better for you” could be a winning formula.

  • How the food business could improve its health by getting its customers in better shape.

  • Big consulting firms with Big Data are trying to muscle in on the advertising business. But do they have the creativity to compete with agencies?