Plans & Pricing
Does My Company Subscribe?
CMO, General Electric
General Electric (GE) has been around for more than a century, but the company isn’t stuck in its ways. From industrial power generators to washing machines, GE is connecting technology to the internet in new ways and developing new-age marketing campaigns to match. Linda Boff, GE’s CMO, spoke with eMarketer’s Maria Minsker about the organizational changes the company has made in response to the onset of the digital age.
eMarketer: Define digital transformation. What has it meant for your business?
Linda Boff: We’re a 125-year-old startup. Today, we’re not only making world-class machines but also connecting them to people and other machines so that they can be monitored, optimized and diagnosed for potential problems. We’re investing in additive manufacturing, literally printing jet engine nozzles and opening factories. The teaming of hardware, software and analytics to unlock, collect and deliver insights has a huge potential impact on productivity and efficiency for both GE and our customers.
How Do US Brand Marketers Measure Ecommerce Success? (% of respondents, July 2018)
Which Campaign Insights Do Brand Marketers in Western Europe* and the US Find Most Valuable from Their Media Buying Partners? (% of respondents, April 2018)
How Do Brand Marketers in Western Europe* and the US Feel About Data and Walled Gardens? (% of respondents, April 2018)
Consent Management Platform Adoption by UK and US Sites, July-Oct 2018 (% of total sites)
What Is US Internet Users' Main Opinion on Digital Ads? (% of respondents, Aug 2018)
Beyond Ad Measurement and Metrics: In the UK, Marketer Attention Turns to Engagement
Header Bidding Update 2018: What’s the Outlook for Web, Mobile App and Video?
What's the Next Step Beyond Viewability?
It's Time for Digital Advertisers to Start Measuring Attention
For Most Brands, Biggest Benefit to Using In-House Is Cost
In the UK, 10% of Campaign Spending Is Vulnerable to Ad Fraud