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A. Verona Dorch | Crain’s St. Louis

In this ongoing series, we ask executives, entrepreneurs and business leaders about mistakes that have shaped their business philosophy. Executive vice president, chief legal officer, Peabody Energy Background:   Peabody Energy is the world’s largest private-sector coal company. Based in St. Louis, the company operates mines in the U.S. and Australia that supply customers in roughly 25 countries across six continents. The Mistake: Misunderstanding the scope of a major project. I was working for a company in Pennsylvania and someone who was running the compliance function left the organization. I had been with the company for two or three...

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Should You Fully Label Satisfaction Scales?

There are many types of satisfaction scales that are used in market research and beyond. This diversity stems from the fact that there is no magic ruler to directly measure distances associated with attitudes. For the researcher, a major consideration is how is this data to be analyzed? Four Different Modeling Types Long ago, you probably learned about four different modeling types for data: nominal, ordinal, interval and ratio. Nominal data simply refers to unordered categories such as: “Red”, “Blue” and “Green.” Analyses for nominal data are limited to counting and filtering. Ordinal data, such as “Detractor”, “Passive” and...

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Matt Hall | Crain’s St. Louis

In this ongoing series, we ask executives, entrepreneurs and business leaders about mistakes that have shaped their business philosophy. VP of Sales, Rosetta Stone Background:   Rosetta Stone sells language learning software to consumers, schools and businesses worldwide. It offers learning tools for 30 languages and has millions of users worldwide.  I made a series of similar mistakes that affected the way I conducted myself with some superiors and a lot of peers in other parts of the organization outside of sales. Once I learned that it was not giving me what I wanted [and] causing me to portray myself in a less than optimal light with...

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Content, Customer Experience, and Data

Want more revenue and profit for your business? Of course you do; who doesn’t? But what really leads to profits? And how can digital deliver on that for your business? Good questions, if I do say so myself. Even better: I’ve got some answers for you. Content is king Customer experience is queen Data is the crown jewels Okay, so these sound clever and all. But what do they mean in practice? Well, as it happens, I’ve got an answer for that, too, for you. Let’s consider a representative customer for a moment. Andrea is a 43-year-old vice-president of...

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Hunter Adams | Crain’s St. Louis

In this ongoing series, we ask executives, entrepreneurs and business leaders about mistakes that have shaped their business philosophy. Writer, Director By Dong Oh Background:   Hunter Adams is a writer and director whose most recent film, “Dig Two Graves,” premieres March 24. Set in the 1970s, the supernatural thriller tells the story of a 13-year-old girl whose brother drowns in a mysterious accident. The Mistake: I think you have to be a little self-delusional to make an independent film — you have to believe that the film is going to be the greatest thing since “Citizen Kane.” Otherwise,...

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