Demystifying Digital Marketing And Sales In The Chemical Industry (McKinsey)

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Knowde Take:

This article provides the best possible motivation for industry stalwarts to further develop their digital capabilities: cost savings AND topline growth. And for those willing to act quickly, the potential to displace the competition.

Digital can give chemical companies the power to unlock more than $200 billion of new value by reducing cost to serve, improving pricing, and for fast movers, capturing growth from competitors.

Over the past decade, the chemical industry has enjoyed remarkable success, delivering more shareholder value than its upstream suppliers, downstream customers—and, indeed, the global equity market as a whole.

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Digital In Chemicals: From Technology To Impact (McKinsey)

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Knowde Take:

We love the way this article includes the impact of digital technologies on the markets served by the chemical industry.  Remaining relevant means continually evolving to meet the needs of your evolving customer base.

What are the major opportunities from digital in chemicals, and what must leaders do to capture them?

There is a lot of excitement about the potential of digital1 in chemicals, just as there is about digital across society in general. We believe that digital will have a significant impact on many areas of the chemical industry, with the potential to change value chains, lead to higher productivity and more innovation, and create new channels to market. Given all the excitement about digital, it is essential to separate the substance from the hype and carefully evaluate what this will mean for the industry.

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Using Marketing Analytics To Drive Superior Growth (McKinsey)

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Knowde Take:

Great introduction to the “art” of analytics; the different approaches and how they can be applied alone or in concert to effectively measure ROI.

Companies have so many analytical options at their disposal that they often become paralyzed, defaulting to just one tool. But an integrated marketing-analytics approach is the key to driving growth.

There’s no question that the development of better analytical tools and approaches in recent years has given business leaders significant new decision-making firepower. Yet while advanced analytics provide the ability to increase growth and marketing return on investment (MROI), organizations seem almost paralyzed by the choices on offer. As a result, business leaders tend to rely on just one planning and performance-management approach. They quickly find that even the most advanced single methodology has limits.

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