Marketing Analytics Workshop
Advanced training program for Consumer Analysts and Marketing Professionals
Overview
In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Participants study the art and science of brand management and category management. They learn to use consumer analytics to effectively market consumer (FMCG/CPG) products. They learn the use of retail analytics to refine the retailing mix. They gain expertise in the use of marketing/business analytics, market research, and financial statements for taking analytics-driven business decisions. They acquire an appreciation of supplier-retailer relationships in the development of marketplace equity. And they hone negotiation skills as they chalk out contractual agreements with trade partners in a simulated setting.
Participants learn how to apply a wide range analytical techniques for applications such as developing and launching new products, evaluating price, promotion and advertising, tracking brand image, monitoring brand health, and optimizing sales and distribution. They learn about the platforms that form the foundation of marketing analytics, including disciplines like consumer analytics, quantitative and qualitative research, media analytics, retail analytics, web analytics and social media. And they learn advanced analytics techniques for measuring brand equity, emotional and behavioural loyalty, for examining brand buying and switching behaviours, and for validating new product launches.
The scope, summarized in the content outline, comprehensively covers an assortment of topics which may be customized to meet participants’ specific needs.
Experiential Learning: The course combines theory with practice, linking the classroom with the consumer marketplace. It employs Destiny, an analytics-rich business simulator that mirrors the buying behaviour of consumers, to give participants the unique experience of applying analytics to effectively run a virtual business.
Coaching: Participants go through rigorous coaching sessions with the instructor, to attain a deeper understanding of the use of marketing analytics for taking business decisions.
Remote and In-Person Instruction: The course strikes an ideal balance between in-person and remote learning so that participants have the space and time to assimilate advance concepts without exiting their work environment for more than a few days.
Participants
Given its focus on the practice of marketing analytics, this workshop is tailored to the needs of
- consumer analysts,
- marketing researchers,
- brand managers,
- category managers
- and seasoned marketing and retailing professionals.
Learning Outcomes
The workshop is designed to train practitioners in the application of analytic techniques and research methods that leading consumer marketing companies use, for taking day-to-day marketing decisions, and developing and executing marketing strategies. It combines theory with practice, imparting a holistic, multi-faceted learning experience that encompasses:
- Analytics-centred Consumer Marketing: The art and science of Brand Management and Category Management.
- Marketing Mix: Marketing a consumer (FMCG/CPG) product in the age of analytics.
- Retailing Mix: Application of retail analytics to run retail chains.
- Marketing Intelligence/Financials: Use of marketing and business analytics, market research, and financial statements for decision-making.
- Trade Marketing/Business Marketing: Supplier-retailer relationships. Negotiation skills. Chalking out contractual agreements with trade partners, and working with them in a simulated setting to jointly develop marketplace equity.
- Marketing and Business Strategy: Develop deep appreciation of Marketing Strategy by analysing, strategizing, and executing plans over a simulated multi-year time horizon.
- Organization, Teamwork and Operations and Financial Management: Understand the dependencies across functions, departments and categories, and between trade partners, to meet diverse corporate objectives that cut across portfolios of brands/categories. Learn to build constructive working relationships and collaborate to successfully implement corporate strategies.
Content Outline
- Brand, brand image and positioning.
- Tracking brand image
- Image profiling
- Perceptual maps
- Brand Health Pyramid.
- Measurement of brand equity.
- Drivers of brand equity.
- How advertising works
- Advertising models and theories — salience, persuasion, likeability, symbolism, relationship, emotion
- Advertising execution
- Digital influences and Media Fragmentation
- Concerns — Inbound and Outbound
- Media Analytics — Audience Measurement, Engagement Measurement, Market Response Modelling
- GRP, active and passive people meters — Audience Measurement
- Viewer Analytics, Facial Coding — Audience Measurement
- Digital Audience Measurement
- Total Audience Measurement
- Copy testing — Engagement Measurement)
- Advertising tracking — Engagement Measurement
- Eye tracking and Heat Maps — Engagement Measurement)
- Advertising evaluation, ad evaluation exercise — Engagement Measurement
- Web Analytics — Engagement Measurement
- Measuring emotions: biometrics, EEG, Emoti*Scape — Engagement Measurement
- Awareness Index model — Market Response Modelling
- New Media
- Digital Marketing tools and techniques
- Case study to illustrate the strengths and limitations of social campaigns, and the complexity of managing a brand public relations crisis
- Social Media — an overview highlighting best marketing practices on key platforms
- Search Engine Optimization — on-page/off-page optimization, digital marketing funnel, consumer purchase journey
- Google Search Console — hands on training
- Web Analytics
- Google Analytics — hands on training
- Search Advertising
- Google Ads — hands on training
- Trade marketing
- Category roles and strategies
- Retail mix
- Assortment, price, promotion and in-store media
- Space management
Consumer Analytics and Consumer Panels:
- Consumer analytics/loyalty card analytics — consumer and loyalty panels
- Consumer panel — research methodology
- Techniques: width/depth of purchase, buyer groups, profile analysis, brand loyalty, trial and repeat, overlap, basket, gain-loss
- Case examples
- Market measurement services (retail tracking)
- Retail universe
- Retail census, sample design
- Data collection, data processing, data projection
- Analysis and interpretation
- Numeric, weighted, in-stock, OOS distribution
- Coverage analysis
- Sales and distribution strategies
- Metrics/analysis — sales/distribution
- Range and assortment, fragmentation analysis
- Sales per store, SPPD, share in handlers
- Rate of sales, cash rate of sales, rate of gross profits
- Share of shelf space
- Optimum stocks, short/long term cost of OOS
- Outlet group analysis — handlers, assortment, brand overlap, shelf space, pricing, promotion and rate of sales
- Pricing analysis
- Disaggregate data analysis
- Shopper profile analysis
- Loyalty and propensity
- Assortment and fragmentation analysis
- Case example — Analysis of launch of new outlet
- Types of pricing research methods: Econometrics, simulated test markets and adhoc
- Van Westendorp’s Price Sensitivity Meter
- Brand/Price trade-off analysis
- Conjoint analysis for pricing
- Discrete choice models
- Promotion–Commotion–Demotion
- Trade promotion, consumer promotion
- Promotions evaluation — basics
- Promotions evaluation — econometric modelling
- Discount price elasticity, price-promotion response curve
- Cannibalization and cross-elasticity
- Decomposition of sales
- Goodness-of-fit
- “What if” Analysis
- New Product Development Process
- Ideation
- Concept development, concept screening
- Product development
- Product design — conjoint analysis
- Product validation — simulated test markets, BASES
- Product launch — launch evaluation, sales forecasting — trial rate, RBR and buying index
- Case examples
- Problem definition
- Research design
- Questionnaire design
- Information needs
- Sampling
- Data collection
- Online research — advantages and limitations
- Self-service surveys
- Analysis process
- Interpretation and recommendations
- What is qualitative (qual) research
- Differences Between qual and quant
- Applications of qualitative research — when to use it
- Qual advantages and watchouts
- Qual methods — focus groups, depth interviews
- Qual research process — discussion guide, setting, structure, sequence and script
- Projective and enabling techniques to unlocking people’s minds
- Body language
- Guidelines for interviewing/moderating
- Interpretation and analysis — descriptive and interpretative analysis
- Retention and attrition
- Evolution of customer satisfaction
- Customer value management
- Service profit chain
- Kano model — categorizing product features
- Customer satisfaction research
- Transaction satisfaction surveys
- Relationship satisfaction surveys
- Key driver analysis
- customer satisfaction incentive schemes
Destiny Marketing Simulator: Destiny, an analytics-rich business simulator that mirrors the buying behaviour of consumers, is aptly intertwined with the course to provide a holistic learning experience, that combines theory with practice. Participants learn practitioner’s tools and techniques and get to use them in a competitive setting that resembles the real world.
Case Studies: A selection of data rich analytics cases to impart an understanding of how marketers apply market research to respond to the challenges confronting them in the marketplace.
