Marketing Analytics
A Practitioner’s Guide to Marketing Analytics and Research Methods
100+ Registered Corporations: If your organization is listed, register with your corporate email to use the guide.
snippets from the eGuide (Introduction ⇩)
(Introduction ⇧)
Article — Redefining how we learn marketing.
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In the age of analytics, this multimedia platform serves as a comprehensive guide to marketing management, covering the underlying concepts and their application. As can be seen from the snippets, the focus is not on the statistical theory, but more on the application of new analytics techniques and established research methods to enhance the marketing mix.
As advances in technology transform the very nature of marketing, there has never been greater need for marketers to learn marketing.
Essentially a practitioner’s guide to marketing management in the 21st century, the Marketing Analytics web learning platform blends the art and the science of marketing to reflect how the discipline has matured in the age of analytics.
Application oriented, it fuses marketing concepts with the analytical tools that practitioners use, to impart an understanding of how to interpret and apply research information and big data.
The focus is primarily on the practical application of well-established tools, techniques and processes, as the platform sifts through all elements of the marketing mix.
eLearning Platform
Over 100 Registered Corporations: If your organization is listed, register with your corporate email to use the online guide.
It is only apt that a book on Marketing Analytics should exemplify the use of digital technology. Unlike passive eBooks that replicate print versions in their original linear state, the online guide is a full-blown, multi-media platform that greatly enhances the reader’s experience.
As a website, it is dynamic, fluid, and connected with relevant and useful content, both within and beyond the platform. That it is continually updated and enhanced, keeps the guide evergreen, abreast of the latest developments in a the rapidly evolving fields of analytics and digital marketing. (In addition to numerous updates, over 100 new sections and four new chapter have been added, in the two years since the platform was set-up).
It is interactive with the facilities such as (shareable) notes/comments at any of the approximately 500 sections in the guide. The question papers/exercises allow subscribers to view answers and explanations. The site also supports business analytic platforms so that students can practise as they learn.
The online guide is made available on an annual subscription basis. Subscribers login with their email ID and password.
Article — Redefining how we learn marketing.
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Contents (online)
- Preface
- Acknowledgement
- Author
- Contents
Part I Brand
- Pink Diamonds?
- Preview
- Lesson from the Summer of 1985
- Brand
- Positioning
- Brand Image Tracking
- Image Profiling
- Perceptual Maps (Correspondence Analysis)
- Thums Up
- Brand Health
- Preview
- ZEN versus iPod
- Benefits of Brand Equity
- The Loyalty Pyramid
- Net Promoter Index and Net Advocacy Index
- Brand Equity Models
- Brand Equity Index
- Data Interpretation and Analysis
- Drivers of Brand Equity
- Brand Image
- Case Inulas
- Overview — Brand Equity Model
Case I Shopper Trends — Food and Grocery Shopping in Singapore
Part II Consumer
- Schizophrenic Consumers
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- Need-States
- Segmentation
- A Priori Segmentation Methods
- Post hoc Segmentation Methods
- Segmentation Analysis
- Targeting
Chapter 4 Qualitative Research
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- Qual and Quant
- User-Generated Content and Conventional Market Research
- Benefits and Limitation of UGC
- The iSnack 2.0 saga
- Applications of Qualitative Research
- Exploratory
- Explanatory or Diagnostic
- Evaluative
- Qual with Quant Research
- Product Development
- Creative Development
- Motivational Research, Semiotics, Usage &Attitude
- Packaging Development
- The Qualitative Advantage
- Watchouts
- Modes of Data Collection
- Group Discussions
- Interviews
- Observation
- Online Qual
- Research Design and Preparation
- Projective and Enabling Techniques
- Word Association
- Third Party Questioning
- Sentence Completion
- Personification
- Brand Mapping
- Drawing and Collage
- Bubble Drawings
- Role-Playing
- Laddering
- Body Language
- Guidelines for Moderating Groups
- Analysis and Interpretation
Chapter 5 Quantitative Research
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- Problem Definition
- Research Design
- Questionnaire Design
- Information Needs
- Sampling
- Data Collection
- Online Research
- The Analysis Process
- Interpretation and Recommendation
Chapter 6 Customer Satisfaction and Customer Value
- Retention and Attrition
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- Evolution of Customer Satisfaction
- Customer Satisfaction and Employee Satisfaction
- Customer Loyalty
- Customer Satisfaction Research
- Transaction Survey
- Relationship Survey
- Drivers of Customer Loyalty and Satisfaction
- Interpretation and Recommendation
- The Kano Model
- Customer Value
- Customers’ Purchasing Philosophy
- Value-in-Use Analysis
- Value Assessment
- Overview — Customer Value Management
Chapter 7 Consumer Analytics and Consumer Panels
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- Consumer Panels
- Research Methodology
- Width and Depth of Purchase
- Buyer Groups
- Profile Analysis
- Brand Loyalty (Behavioural)
- Trial and Repeat Purchase
- Overlap
- Basket
- Gain–loss
- Case Example — Johnson’s Body Care
- Appendix — Gain–loss Algorithms
- Standard Gain–loss Algorithm
- Nested Gain–loss
- Hierarchical Gain–loss
- Conclusion — Gain–loss Algorithms
Chapter 8 Consumer Analytics and Big Data
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- Big Data
- Data Management Tools and Technologies
- Consumer Analytic Techniques
- Machine Learning Techniques
- Data Mining
- Sourcing from Social Media
- Optimization/Analysis Techniques
- Visualization
- Cognitive Systems — the 3rd Age of Computing
- Benefits
- People
- Applications
Case II Vizag
Case III Hectomalt
Part III Product
Chapter 9 New Product Development
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- Innovation
- New Product Development Process
- Ideation
- Knowledge Immersion
- Consumer Immersion
- Generating Insights
- Generating Ideas
- Concept Development
- Product Development
- Product Launch
- IBM 360
- Preview
- Sensory Research
- Concept/Product Testing
- Biometrics
- The Kano Model and Conjoint Analysis
- Conjoint Analysis
- House of Quality
- Preview
- Moments of Truth
- Launch Validation Methods
- Simulated Test Markets
- BASES
- Controlled Store Test
- Product Launch Evaluation
- Parfitt–Collins Model
- The Bass Diffusion Model
Case IV Hecto Grow
Part IV Digital
- Preview
- New World
- Uprisings
- New Media
- Social Cloisters
- Spread of Misinformation
- Lessons for Marketers
- New Rules, New Perspectives
- Social Listening
- Levelling the Marketing Playing Field
- The Advent of Co-creation
- Riding the Long Tail
- Permission Marketing
- Inbound and Outbound Marketing
- Buzz Marketing
- Turning Point for Television
- Consumer Trends — Media Consumption
- Online Video Distribution Trends
- Interactive Television
- Internet Basics
- Preview
- New Media, New Imperatives
- What Works Online
- Chobani
- Building Online Assets
- Websites
- Blogs
- Internet Forums
- Social Media
- Content is King
- Personalization
- Apps
- Advertising on the Net
- Challenge Facing Low Involvement Categories
- Challenge of Reaching the Masses
- Digital Advertising Formats
- Targeting
- Mobile Advertising
- Search Advertising
- Google’s Ad Auction
- Search
- Search Engine Optimization
- Social Media Advertising
- Facebook — Organic Reach, Boost and Paid Advertising
- LinkedIn — Organic Reach and Paid Advertising
- YouTube Brand Channels
- YouTube Ads
- Web Analytics
- Tag
- Web Intelligence
- Conversion Tracking
- Controlled Website Tests
- Preview
- Organic Reach
- Edge, EdgeRank
- Organic Marketing
- Paid Options
- Advert
- Ad Formats
- Ad Format — Photo
- Ad Format — Video
- Ad Format — Stories
- Ad Format — Carousel
- Ad Format — Slideshow
- Ad Format — Collection
- Ad Format — IX
- Ad Format — Playable
- Ad Format — Messenger
- Preview
- How is Twitter Different
- Hashtag (#)
- Trends
- Success Examples
- Content — Best Practices
- Marketing with Twitter
- Ad Campaigns
- Twitter Analytics
- Preview
- YouTube
- Brand Channels
- Video Ads
- Ad Formats
- Targeting
- Ad Auction
- Reserved Media Placement
- Analytics
- Ad Testing (Copy Testing)
- Preview
- Organic Reach
- Publishing on LinkedIn
- Post
- Article
- SlideShare
- LinkedIn Advertising
- Advertising Formats
- Self-Serve Display Ads
- Premium Display Ads
- Dynamic Ads
- LinkedIn Groups
- LinkedIn Analytics — Posts and Articles
- What constitutes a View on LinkedIn Posts?
- LinkedIn Analytics for Advertising
- Preview
- Search
- Overview
- Search Advertising
- Search — Why Advertise?
- Google’s Ad Auction — How it Works
- Google’s Search Advertising Architecture
- Google’s Ad Template
- Google Advertisement — Campaigns and Budgeting
- Keywords
- Long Tail and Short Tail Keywords
- Category, Brand and Competitor Keyword
- Search Marketing — Keywords Research
- Search Marketing — Keyword Strategy
- Execution: Practices to Improve Effectiveness of Search Advertising
- Keyword Matching
- Google’s Ads Extensions
- Site Link Extension
- Callout Extension
- Call Extension
- Location Extension
- Price Extension
- App Extension
- Review Extension
- Preview
- Search
- How Search Works
- Search Engine Optimization (SEO) — Overview
- Strategize
- On Page Optimization
- Targeting Keywords and Phrases
- Long Tail and Short Tail Keywords
- Keyword Synonyms
- Keyword Density
- Placing Keywords
- Internal Linkages
- Breadcrumb
- Regulating Crawlers: sitemap.xml and robots.txt
- Page Speed
- Mobile Usability
- Attracting Inbound Links
- Off Page Optimization
- PageRank — Measure of Authority of web page
- Link Equity
- Unnatural or Artificial Links
- Review
- Performance Metrics
- Website Grading Tools
- Preview
- Web Analytics
- Data Collection — Server Logs
- Server Logs — Drawbacks
- Page Caching by ISP
- Dynamic IP Address
- Proxy Servers
- How Proxy Server bypasses Filters and Censorship
- Data Collection — Page Tagging (JavaScript)
- Landing and Exit Pages
- Metrics
- Cookie
- Drawbacks of using Cookies for Tracking Users (Visitors)
- Time Duration, Pages/Session and Engagement
- TimeMe.js (GitHub)
- Bounce Rate
- Share of Voice for Search
- Conversion and Conversion Path
- Conversion Attribution Models
- Markov Chain — Probabilistic Data-Driven Attribution
- Google Analytics
- Mobile Analytics
- Global Positioning System (GPS)
- Mobile Apps
- Industry Benchmarks and Competitive Intelligence
- Panel based data collection
- Browser Toolbars
- Optimize
- Controlled Website Tests
- Multivariate testing
- A/B testing and Google Optimize
Chapter 21 Digital — Execution
- Preview
- Digital Marketing Plan
- Build Website
- Languages that enable the World Wide Web
- Hosting Website
- Web Server
- Optimize website for Search Engines
- Optimize website for Mobile devices
- Create Remarkable, Useful Content
- Social Listening
- Advocacy and Buzz Marketing
- Promote on Social Media
- Advertise
- Search Advertising
- Advertise the conventional way
- Native Advertising
- Retargeting
- Conversion — Digital Marketing Funnel
- Gated Offers
- Nurturing Leads
- Monitor Performance — Review Progress
- Performance Metrics
- Website Grading Tools
- Digital Marketing Exercise
Part V Advertising, Packaging and Biometrics
Chapter 22 How Advertising Works
- Tradition of Great Advertising
- Preview
- Advertising through the Ages
- Advertising Mechanisms
- Salience
- Persuasion
- Likeability
- Symbolism
- Relationship and Involvement
- Emotion
- Advertising Execution
- Case Example — Coca-Cola Zero
- Measurement Issues
Chapter 23 Advertising Analytics
- Preview
- Audience Measurement
- Gross Rating Points
- Digital Audience Measurement
- Total Audience Measurement
- Copy Testing (Pre-Testing)
- Testing Advertising Online
- Advertising Tracking (Post-Testing)
- Continuous Interviewing versus Dipsticks
- Tracking Questionnaire
- Advertising Engagement
- Behavioural Engagement
- YouTube Analytics
- Attitudinal Engagement
- Branded Memorability
- Persuasion
- Uniqueness
- Likeability
- Image and Symbolism
- Involvement
- Emotion
- Communication
- Case Example — Molly LFHC
- Awareness Index Model
- Preview
- Tropicana Saga
- How Packaging Works
- Packaging Development
- Review
- Exploration
- Screening and Optimization
- Packaging Validation
- Shelf Impact — Eye Tracking
- Shelf Impact — Visual Search Test
- Biometrics-Engagement
- Preview Biometrics
- Eye Tracking
- How it Works
- Devices
- Metrics
- Fixation, gaze points and scan paths
- Heatmaps
- Pupillometry
- Eye Language
- Applications
- Electroencephalography (EEG)
- Frequency-based Analysis
- Metrics
- Approach-Avoidance
- Cognitive-Affective
- Facial Coding
- Facial Expressions
- Facial Action Coding System (FACS)
- Metrics
- Analysis
- Application
- Galvanic Skin Response
- Devices
- Analysing GSR Signals
- Metrics
- Applications
- Biometrics Applications
Part VI Price and Promotion
- At What Price Should We Sell Our Product?
- Preview
- Basics of Pricing Research
- Importance of Realism in Pricing Research
- Price Elasticity of Demand
- Factors Affecting Consumers’ Sensitivity to Price
- Pricing Research Methods
- Gabor–Granger
- Van Westendorp Price Sensitivity Meter
- Brand Price Trade-off
- Conjoint Analysis
- Discrete Choice Modelling
- Hierarchical Bayes
- Interaction Effects
- Discrete Choice Model versus conventional Conjoint Analysis
- Example — Rationalizing Brand Range
- How to Price a Product Feature
- New Product Pricing
- BASES Price Advisor
- STM-DCM approach
- Appendix: Statistical Structure — Discrete Choice Model
- Preview
- In-Store Promotion and Media
- Types of Promotions
- Trade Promotions
- Consumer Promotions
- The Need to Rationalize Promotions
- Promotion–Commotion–Demotion
- Promotion Evaluation — Metrics
- Basic Assessment of Sales Promotions
- Market Modelling
- Promotions Response Model
- Model Validity: How Good is the Fit?
- Watchouts and Guidelines
- Interpretation and Analysis
- Discount Elasticity
- Cannibalization
- Displays and Cooperative Advertisement
- Sales Decomposition and Due-To analysis
- What-if Analysis
Case V Yakult
Part VII Retail
- Preview
- Founding of the Nielsen Company, and the Nielsen Code
- Applications of Retail Tracking
- Where to Measure Sales?
- Retail Measurement Services
- Define Universe
- Retail Census
- Sample Design and Recruitment
- Data Collection
- Data Processing
- Data Projection
- Analysis and Interpretation
- Coverage Analysis
- Preview
- Terminology
- Outlet Group Analysis Using Tracking Data
- Case Example — Wheel and Nirma Pricing Analysis
- Analysis Using Transaction Data
- Customer Profile Analysis
- Loyalty and Propensity
- Assortment Analysis
- Case Example — Evaluation of Opening of New Petrol Station
Chapter 30 Sales and Distribution
- Preview
- Interdependence of Demand and Supply
- Components of Sales — Width and Depth
- Measures for Distribution (Width)
- Sales and Distribution Priorities
- Distribution Network — Basics
- Right Channels, Right Chains
- Right Assortment
- Managing Assortment
- Battle for Shelf Space
- Measures of Assortment
- Number of Items Stocked
- Sales per Point of Weighted Distribution
- Share in Handlers
- Average Sales per Store
- Rate of Sales (Adjusted Average Sales per Store)
- Cash Rate of Sales, Rate of Gross Profit
- Portfolio Analysis
- Fragmentation Analysis
- Securing Retailer Support
- Managing Stock in trade
- Allocation of Shelf Space (Forward Stock)
- Cost of Stockouts
Chapter 31 Category Management
- Preview
- Category Management Overview
- Partnership between Retailers and Manufacturers
- Trade Marketing
- Origins of Category Management
- Trade Formats — FMCG
- Categories
- Category Roles
- Category Strategies
- Review
- Retail Mix
- Price
- Promotion and In-Store Media
- Space Management
- Execution
- Benefits of Category Management
- Developments in Retailing
Case VI Little People
Case VII Inulas
Part VIII Statistics
- Preview
- Sampling Methods
- Probability Theory
- Conditional (Posterior) Probability
- Independent Events
- Law of Total Probabilities
- Bayes Theorem
- Posterior Odds
- Discrete Probability Distribution
- Binomial Distribution
- Poisson Distribution
- Relationship between Variables
- Covariance and Correlation
- Joint Probability Distributions
- Sum of Random Variables
- Correlation does not imply Causation
- Simpson’s Paradox — Berkeley gender bias case
- Continuous Probability Distributions
- Uniform Distribution
- Exponential Distribution
- Normal Distribution
- t-test
- Hypothesis Testing
- One-tailed, known standard deviation
- two-tailed, known standard deviation
- One-tailed, unknown standard deviation
- Paired-t
- ANOVA
- Chi-Square (χ2) test of Independence
- Regression
- Least Squares Error Estimation
- Overview
- Sample Size
- Choice of Variables
- Assumptions
- Normality
- Linearity
- Dummy Variables
- Interaction Effects
- Variable Selection Methods
- Issues with Variables
- Multicollinearity
- Outliers and other Influential Observations
- Coefficient of Determination: How close is the fit?
- Adjusted R2
- F-ratio: Statistical Significance of the Overall Model
- t-test: Statistical significance of the Coefficients
- Goodness-of-fit: Desirable Properties of a Regression Model
- Validation
- Process
- Preview
- Sampling Methods
- Probability Sampling
- Simple Random Sampling
- Systematic Sampling
- Stratified Sampling
- Cluster Sampling
- Non-Probability Sampling
- Quota Sampling
- Convenience Sampling
- Purposive (Judgment) Sampling
- Snowball Sampling
- Mean, Variance and Relative Standard Deviation (RSE)
- Sampling Frame
- Sample Weighting
- Sample Size
- Confidence Level and Confidence Interval
- Central Limit Theorem
- Sample Size — Continuous Parameters
- Sample Size — Stratified Sampling
- Tracking Services (Continuous Parameters)
- Sampling Standards in Retail Measurement
- Sample Size — Population Proportions
- Subgroups
- Sample Size — Comparative Studies
- Two independent means
- Two dependent means
- Two proportions
- Tracking Studies
- Sample and Non-Sample Errors
Chapter 34 Market Mix Modelling
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- Design Considerations
- Sales Response Function
- Interaction Effects
- Competitive Effects and Market Share Models
- Dynamic Effects
- Long Term Effect (Advertising)
- Baseline and Incremental Volume
