Contents (online)


  • Preface
  • Author
  • Contents


Part I Brand

Chapter 1 Brand Sensing

  • Pink Diamonds?
  • Preview
  • Lesson from the Summer of 1985
  • Brand
  • Positioning
  • Brand Image Tracking
  • Image Profiling
  • Perceptual Maps (Correspondence Analysis)
  • Thums Up
  • Brand Health

Chapter 2  Brand Equity

  • Preview
  • ZEN versus iPod
  • Benefits of Brand Equity
  • The Loyalty Pyramid
  • Net Promoter Index and Net Advocacy Index
  • Brand Equity Models
  • BrandDynamics — Meaningfully Different Framework
  • Other Models
  • Brand Equity Index
  • Data Interpretation and Analysis
  • Drivers of Brand Equity
  • Brand Image
  • Example Inulas
  • Overview — Brand Equity Model

Case I   Shopper Trends

 

Part II   Consumer

Chapter 3   Segmentation

  • Schizophrenic Consumers
  • Preview
  • Need-States
  • Segmentation
  • A Priori Segmentation Methods
  • Post hoc Segmentation Methods
  • Segmentation Analysis
  • Targeting

Chapter 4   Qualitative Research

  • Preview
  • Difference between Qual and Quant
  • User-Generated Content and Conventional Market Research
  • Benefits and Limitation of UGC
  • The iSnack 2.0 saga
  • UGC Complements Conventional Market Research
  • 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
  • Handling Potential Problems
  • Analysis and Interpretation

Chapter 5   Quantitative Research

  • Preview
  • 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
  • Preview
  • 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
  • Customer Lifetime Value

Chapter 7   Consumer Analytics and Consumer Panels

  • Preview
  • 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

Chapter 8   Consumer Analytics and Big Data

  • Preview
  • 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

  • Preview
  • Innovation
  • New Product Development Process
  • Ideation
  • Knowledge Immersion
  • Consumer Immersion
  • Generating Insights
  • Observation
  • Generating Ideas
  • Fulfil Unmet or Poorly Met Needs
  • Make Connections
  • Challenge Conventional Beliefs, Reframe Categories
  • Customers as a Source of Ideas
  • Concept Development
  • Product Development
  • Development — Design
  • Development — Marketing Mix
  • Development — Validation
  • Development — Alpha and Beta Testing
  • Product Launch
  • Launch Evaluation

Chapter 10   Product Design

  • IBM 360
  • Preview
  • Sensory Research
  • Concept/Product Testing
  • Consumer Product Rating
  • Triangle Tests
  • Biometrics
  • The Kano Model and Conjoint Analysis
  • Conjoint Analysis
  • Developments in Conjoint Analysis
  • Adaptive Conjoint Analysis
  • Choice-based Conjoint Analysis
  • House of Quality

Chapter 11   Product Validation

  • Preview
  • Moments of Truth
  • Launch Validation Methods
  • Simulated Test Markets
  • BASES
  • Controlled Store Test
  • Product Launch Evaluation
  • Parfitt–Collins Model
  • TRB Share Prediction Model
  • The Bass Diffusion Model

Case IV   Hecto Grow


Part IV   Advertising, Packaging and Biometrics

Chapter 12   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 13   Advertising Analytics

  • Preview
  • Audience Measurement
  • People Meter
  • Passive People Meter
  • Portable People Meter
  • OTT Services
  • Internet Protocol TV
  • Return Path Data
  • Viewer Analytics
  • 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
  • Communication
  • Emotion
  • Case Example — Molly Low-Fat Hi-Calcium
  • Awareness Index Model

Chapter 14   Packaging

  • Preview
  • Tropicana Saga
  • How Packaging Works
  • Packaging Development
  • Review
  • Exploration
  • Screening and Optimization
  • Validation
  • Shelf Impact — Eye Tracking
  • Shelf Impact — Visual Search Test
  • Biometrics-Engagement

Chapter 15   Biometrics

  • 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
  •    Frontal Asymmetry: 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 V   Price and Promotion

Chapter 16   Price

  • 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
  • Shrinkflation
  • 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
  • Case 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

Chapter 17   Promotion

  • 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 VI   Digital

Chapter 18   New Media

  • Preview
  • New World
  • Uprisings
  • New Media
  • Social Cloisters
  • Spread of Misinformation — Fake News
  • Propaganda and Fake News
  • Lessons for Marketers
  • New Rules, New Perspectives
  • Social Listening
  • Levelling the Marketing Playing Field
  • Co-creation
  • Crowdsourcing
  • Riding the Long Tail
  • Permission Marketing
  • Inbound and Outbound Marketing
  • Word-of-Mouth (Advocacy)
  • New World (Example): Digital Transformation in Real Estate
  • Consumer Trends — Media Consumption
  • Online Video Distribution Trends
  • Interactive Television
  • Internet Basics

Chapter 19   Digital Marketing

  • Preview
  • New Media, New Imperatives
  • “People Power”
  • Engaging with Consumers in Cyberspace
  • Managing Word-of-Mouth and Brand Meaning
  • Heightened Accountability
  • Dove Bottle Advertisement
  • Market Globalization
  • Marketing to Individuals
  • Media Convergence
  • “Data Power” — Metrics and Analytics
  • What Works Online — How to Get Discovered
  • Sugarpova
  • Chobani
  • Building Online Assets
  • Websites
  • Blogs
  • Internet Forums
  • Social Media
  • Apps
  • Content is King
  • Personalization
  • Buzz (word-of-mouth)/Influencer Marketing
  • Growth of Advertising on the Internet
  • Advertising on the Internet
  • Outbound Advertising
  • Inbound Advertising
  • Viral Advertising — Challenge of Reaching the Masses
  • Digital Advertising Formats
  • Pricing Models
  • Targeting
  • Mobile Advertising
  • Search Advertising
  • Social Media Advertising

Chapter 20 Facebook

  • Preview
  • Facebook
  • Facebook Marketing — Vegemite
  • Facebook Marketing — Singer Sewing Company
  • Organic Reach
  • Edge
  • EdgeRank
  • Organic Marketing — Best Practices
  • Paid Options
  • Boost Post
  • Facebook Advert
  • Campaign Objectives
  • Engagement Objective
  • Advert Targeting
  • Dark or Ghost Posts
  • Call-to-Action button
  • Placing Advertisement
  • Ad Formats
  • Ad Format — Image
  • Ad Format — Video
  • Ad Format — Stories
  • Ad Format — Carousel
  • Ad Format — Collection
  • Ad Format — Instant Experience
  • Bidding
  • A/B Testing
  • Facebook — Exercise

Chapter 21 Twitter

  • Preview
  • Twitter
  • How is Twitter Different
  • Hashtag (#)
  • Trends
  • Twitter Successes
  • Content — Best Practices
  • Marketing with Twitter
  • Twitter Ad Campaigns
  • Twitter Analytics
  • Twitter — Exercise

Chapter 22 Instagram

  • Preview
  • Limitations of Instagram Desktop
  • How is Instagram Different
  • Snapchat
  • Instagram — Key Features
  • Posts
  • Stories
  • Reels
  • Live
  • Shop
  • Professional Account
  • Organic Reach — Instagram Algorithm
  • Profile — Best Practices in Instagram
  • Content — Best Practices in Instagram
  • Advertising on Instagram
  • Instagram Insights
  • Instagram — Exercise

Chapter 23 YouTube

  • Preview
  • YouTube
  • YouTube Brand Channels
  • YouTube Marketing — Singer Sewing Company
  • Video Ads
  • Ad Formats
  • Targeting
  • Ad Auction
  • Reserved Media Placement
  • YouTube Analytics
  • YouTube Ad Testing Framework (Copy Testing)
  • YouTube — Exercise

Chapter 24 LinkedIn

  • Preview
  • LinkedIn
  • LinkedIn Company Page
  • LinkedIn Marketing for Businesses
  • Organic Reach
  • Publishing on LinkedIn
  • Post
  • Article
  • LinkedIn Advertising
  • Types of LinkedIn Ads
  • Sponsored Content
  • Sponsored Messaging
  • Text Ads
  • Dynamic Ads
  • Lead Gen Form
  • LinkedIn Groups
  • LinkedIn Analytics — Posts and Articles
  • What constitutes a View on LinkedIn Posts?
  • LinkedIn Analytics for Advertising
  • LinkedIn Marketing — Factors to Consider

Chapter 25 Search Engine Optimization

  • Preview
  • Search — Overview
  • Traffic Source and Medium
  • How Search Works
  • Search Engine Optimization — Overview
  • Strategize
  • On-Page Optimization
  • Landing Pages — Approach to SEO
  • Targeting Keywords and Phrases
  • Long Tail and Short Tail Keywords
  • Category, Brand and Competitor Keyword
  • Keyword Synonyms
  • Keyword Density
  • Placing Keywords
  • Schema.org
  • 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
  • Google Search Console
  • SEO — Exercise

Chapter 26 Search Advertising

  • Search Advertising
  • Why Advertise?
  • Google’s Ad Auction — How it Works
  • Google Ads — Advertising Architecture
  • Google Ads — Ad Format & Anatomy
  • Campaigns and Budgeting
  • Google Ads — Conversion Tracking Tags
  • Keywords
  • Long Tail and Short Tail Keywords
  • Category, Brand and Competitor Keyword
  • Keywords Research
  • Keyword Ideas to Select Keywords
  • Keyword Search Volume and Conversions Forecast
  • Keyword Strategy
  • Execution: Practices to Improve Effectiveness of Search Advertising
  • Keyword Matching
  • Google’s Ads — Extension Assets
  • Asset — Sitelink
  • Asset — Image
  • Asset — Callout
  • Asset — Structured Snippet
  • Asset — Call
  • Asset — Lead Form
  • Asset — Location
  • Asset — Price
  • Asset — App
  • Asset — Promotion
  • Search Marketing — Exercise

Chapter 27 Web Analytics

  • Preview
  • 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)
  • Cookie
  • Drawbacks of using Cookies for Tracking Users (Visitors)
  • Data Collection — Authentication Systems
  • Landing and Exit Pages
  • Metrics
  • Time Duration, Pages/Session and Engagement
  • TimeMe.js (GitHub)
  • Bounce Rate
  • Share of Voice for Search
  • SOV — Competitive Set
  • SOV — Topic
  • SOV — Computation
  • Conversion and Conversion Path
  • Conversion Attribution Models
  • Markov Chain — Probabilistic Data-Driven Attribution
  • Google Analytics
  • Mobile Analytics
  • Mobile Web
  • 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
  • Web Analytics — Framework
  • Set-up Web Analytics Systems
  • Framework for Performance Evaluation

Chapter 28 Digital — Execution

  • Preview
  • Build Website
  • Languages that enable the World Wide Web
  • Hosting Website
  • Shared Hosting
  • Virtual Private Server Hosting
  • Dedicated Server
  • Web Server
  • Content Management Systems
  • Optimize for Search Engines
  • Social Listening
  • Advocacy and Influencer Marketing
  • Social Media Marketing
  • Advertising
  • Search Advertising
  • Native Advertising
  • Retargeting
  • Conversion — Digital Marketing Funnel
  • Gated Offers
  • Nurturing Leads
  • Monitor Performance — Review
  • Performance Metrics
  • Website Grading Tools
  • Prop-GPT — Case Example

Part VII   Retail

Chapter 29   Retail Tracking

  • 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
  • Numeric and Weighted Distribution
  • In-Stock and Out-of-Stock Distribution
  • Coverage Analysis

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
  • Relationship between Sales and Distribution
  • Right Channels, Right Chains
  • Right Assortment
  • Managing Assortment
  • Battle for Shelf Space
  • Measures of Assortment and Sales Velocity
  • 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   Retail Analytics

  • Preview
  • 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 — Exclusive Buyers
  • Case Example — Evaluation of Opening of New Petrol Station

Chapter 32   Category Management

  • Preview
  • Category Management Overview
  • Partnership between Retailers and Manufacturers
  • Category Managers and Trade Marketers
  • 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 — eCommerce

Case VI   Little People

Case VII   Inulas


Part VIII   Statistics

Chapter 33   Basic Statistics

  • Preview
  • 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 and Causation
  • Simpson’s Paradox
  • Continuous Probability Distributions
  • Uniform Distribution
  • Exponential Distribution
  • Normal Distribution
  • t-test
  • Hypothesis Testing
  •    One-Tailed, Known Mean and Standard Deviation
  •    Two-Tailed, Known Mean and Standard Deviation
  •    One-Tailed, Unknown Standard Deviation
  •    Paired-t
  • ANOVA
  • Chi-Square (χ2) test of Independence
  • Regression
  •    Least Squares Error Estimation
  •    Overview — Least Squares Error
  •    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
  • Factor Analysis

Chapter 34   Sampling

  • 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
  • Tracking Studies
  • Sample Size — Comparative Studies
  •    Two Independent Means
  •    Two Dependent Means
  •    Two Proportions
  • Sample and Non-Sample Errors

Chapter 35   Market Mix Modelling

  • Preview
  • Design Considerations
  • Sales Response Function
  • Interaction Effects
  • Competitive Effects and Market Share Models
  • Dynamic Effects
  • Long Term Effect (Advertising)
  • Baseline and Incremental Volume