Marketing Analytics: A Practitioner’s Guide To Marketing Analytics And Research Methods 1st Edition by Ashok Charan- Ebook PDF Instant Download/Delivery: B00ZW4L9YU 978-9814641364
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ISBN 10: B00ZW4L9YU
ISBN 13: 978-9814641364
Author: Ashok Charan
The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers.At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable.Anchored in this age of transformations, Marketing Analytics is a practitioner’s guide to marketing management in the 21st century. The text devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. Written by a marketing veteran, it is intended to guide marketers as they craft market strategies, and execute their day to day tasks.
Marketing Analytics: A Practitioner’s Guide To Marketing Analytics And Research Methods 1st Table of contents:
Part I Brand
Chapter 1 Brand and Brand Image
Pink Diamonds?
Lesson from the Summer of 1985
Brand
Positioning
Brand Image Tracking
Image Profiling
Perceptual Mapping
Chapter 2 Brand Equity
ZEN versus iPod
Benefits of Brand Equity
The Loyalty Pyramid
Net Promoter Index and Net Advocacy Index
Brand Equity Models
Computing the 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
Need-States
Segmentation
A Priori Segmentation Methods
Post hoc Segmentation Methods
Segmentation Analysis
Targeting
Chapter 4 Qualitative Research
Difference between Qual and Quant
Consumer Generated Media and 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
Analysis and Interpretation
Chapter 5 Quantitative Research
Problem Definition
Research Design
Questionnaire Design
Information Needs
Sampling
Data Collection
The Analysis Process
Interpretation and Recommendation
Chapter 6 Customer Satisfaction and Customer Value
Impact of Retention and Attrition
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 Panels
Background on 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
Chapter 8 Consumer Analytics and Big Data
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
Change
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
Sensory Research
The Kano Model and Conjoint Analysis
Conjoint Analysis
House of Quality
Chapter 11 Product Validation
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 Advertising
Chapter 12 How Advertising Works
Tradition of Great Advertising
Advertising through the Ages
Advertising Mechanisms
Salience
Persuasion
Likeability
Symbolism
Relationship and Involvement
Emotion
Measurement Issues
Chapter 13 New Media
The Old Order Changeth
Uprisings
Lessons for Marketers
New Media
New Rules, New Perspectives
Levelling the Marketing Playing Field
The Advent of Co-creation
Permission Marketing
Riding the Long Tail
Inbound and Outbound Marketing
Turning Point for Television
Consumer Trends — Media Consumption
Online Video Distribution Trends
Interactive Television
Internet Basics
Chapter 14 Digital Marketing
What Works Online
Building Online Assets
Websites
Blogs
Internet Forums
Social Media
Content is King
Personalization
Advertising on the Net
Challenge Facing Low Involvement Categories
Challenge of Reaching the Masses
Digital Advertising Formats
Search
Search Engine Optimization
Web Analytics
Web Traffic Data
Web Intelligence
Controlled Website Tests
Chapter 15 Advertising Research
Copy Testing (Pre-Testing)
Testing Advertising Online
Advertising Tracking (Post-Testing)
Gross Rating Points
Audience Measurement
Continuous Interviewing versus Dipsticks
Tracking Questionnaire
Advertising Research Imperatives
Branded Memorability
Persuasion
Uniqueness
Likeability
Image and Symbolism
Involvement
Emotion
Communication
Awareness Index Model
Part V Price and Promotion
Chapter 16 Price
At What Price Should We Sell Our Product?
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
Case Example — Rationalizing Brand
Chapter 17 Promotion
In-Store Promotion and Media
Types of Promotions
Trade Promotion
Consumer Promotion
The Need to Rationalize Promotions
Promotion-Commotion-Demotion
Promotion Evaluation — Metrics
Basic Assessment of Sales Promotions
Market Modelling
Chapter 18 Market Mix Modelling
Design Considerations
Sales Response Function
Interaction Effects
Competitive Effects and Market Share Models
Dynamic Effects
Long Term Effect (Advertising)
Baseline and Incremental Volume
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 Retail
Chapter 19 Retail Tracking
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
Chapter 20 Retail Analytics
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 21 Sales and Distribution
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 22 Category Management
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
Case VI Little People
Case VII Inulas
Appendices
Appendix A: Sampling
Sampling Methods
Probability Sampling
Simple Random Sampling
Systematic Sampling
Stratified Sampling
Non-Probability Sampling
Sample Weighting
Sample Size
Central Limit Theorem
Sampling Standards in Retail Measurement
Sample Size — Random Sampling
Sample Size — Stratified Sampling
Population Proportions
Sample and Non-Sample Errors
Appendix B: Gain–loss Algorithms: Assumptions/Limitations
Standard Gain–loss Algorithm
Nested Gain–loss
Hierarchical Gain–loss
Conclusion
References
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