snippets from the eGuide (Introduction ⇩)

(Introduction ⇧)

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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Chapters

Contents (online)

Preface
Acknowledgement
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
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

Chapter 3 Segmentation

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

Chapter 4 Qualitative Research

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

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
Conclusion — Gain–loss Algorithms

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
Generating Ideas
Concept Development
Product Development
Product Launch

Chapter 10 Product Design

IBM 360
Preview
Sensory Research
Concept/Product Testing
Biometrics
The Kano Model and Conjoint Analysis
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
The Bass Diffusion Model

Case IV Hecto Grow

Part IV Digital

Chapter 12 New Media

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

Chapter 13 Digital Marketing

Chapter 14 Facebook

Preview
Facebook
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

Chapter 15 Twitter

Preview
Twitter
How is Twitter Different
Hashtag (#)
Trends
Success Examples
Content — Best Practices
Marketing with Twitter
Ad Campaigns
Twitter Analytics

Chapter 16 YouTube

Preview
YouTube
Brand Channels
Video Ads
Ad Formats
Targeting
Ad Auction
Reserved Media Placement
Analytics
Ad Testing (Copy Testing)

Chapter 17 LinkedIn

Preview
LinkedIn
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

Chapter 18 Search

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

Chapter 20 Web Analytics

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

Chapter 24 Packaging

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

Chapter 25 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
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

Chapter 26 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
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

Chapter 27 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 VII Retail

Chapter 28 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
Coverage Analysis

Chapter 29 Retail Analytics

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

Chapter 32 Basic Statistics

Chapter 33 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
Sample Size — Comparative Studies
Two independent means
Two dependent means
Two proportions
Tracking Studies
Sample and Non-Sample Errors

Chapter 34 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

Exercises (sample questions)

References

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