COURSE OUTLINE

Course Name Consumer Insights and Analytics Course Start Feb, 13th, 2023
Course Code MKTG 761
Credit Hours 3
Course Prereq. Name Data Analysis & Modeling, Marketing Mangt
or Bus Strat in Digt Era
Course Prereq. Code QUNT 631, MKTG501 Course End July, 09th 2023
Program MBA/EMBA (Elective)
MSBA (Core)
Semester Spring 2023
Course Short Description
The past couple of decades has witnessed an unprecedented “explosion” of data availability, due largely to advances in
computing and storage technologies. More and more success stories have been reported in books and newspapers,
elaborating on how companies benefit from decisions made on the basis of data analysis. Such news has attracted more
companies to look for analytic talent capable of sifting through data with statistical models and translating it into guidance
for business decisions.

This course is designed in response to the need for analytic talent in the marketplace. The overarching purpose of this
course is to convey the benefits of a systematic, analytical approach to marketing decision-making, and to build skills,
knowledge, and confidence in undertaking such analyses.

The course is focused on ensuring that fundamental quantitative marketing tools are provided to tomorrow’s business
professionals with the latest texts and cases. As the mining techniques for digital marketing, social media, and general web
analytical data are quite advanced, these have been left to be covered in other courses that the student will be better
positioned to exploit – once they have covered these core marketing analytics principles. Also, primary data collection
methodology is also out of scope and more suited for regular Marketing Research courses.

The consumer Insights and Analytics course aims to prepare future professionals who

1. Appreciate the importance of competitive advantages leveraged by insights and analytics;

2. Understand the existence of the tools, the advantages and limitations of each tool; and
3. Can apply these tools, interpret the input and communicate the output from these tools and models, and apply
them to assist business decisions.

CLOs - Course Learning Outcomes

Upon successful completion of this course, the learners will be able to:
1. Derive a consumer insights and analytics process for a business that builds on the core marketing process and
synchronizes with the customer decision journey
2. Perform segmentation for marketing managers, based on demographic, psychographic, buying behavior, and
geographic data. This includes appropriate translation into business terms results of analytic tools
 3. Describe the role within marketing analytics and the process of conjoint analysis and also have gained introductory
level skill in its application to a business situation
4. Analyze forecasting models and understand their limitations and data requirements

5. Interpret company/marketing performance dashboards

6. Appreciate the ethical requirement to respect the privacy of data of consumers and be aware of the need to notify
and gain willing consent before intruding on personal privacies.
Weekly Course Schedule (Tentative)
Sessio Topics Activities & Deliverables
n
Fundamentals of the Consumer Insights and Analytics Process
Case: Hubble Contact Lenses – Data-Driven Direct-to-Consumer Marketing
Intro and Readings:
Overview:
1 1. Kotler, Armstrong, Harris, “Ch. 1 – Marketing: Creating Customer Value
Consumer
Insights Process & Engagement”, Principles of Marketing (2020)
2. HARTMAN’21: Part 2 - Lesson 5 "The Consumer Decision Journey”
Analytics for Segmentation & Targeting
Case: Altius Gold and the Fighter Brand
The Value of
2 Readings:
Market
1. (UV7286) A Note on Market Definition, Segmentation, and Targeting.
Segmentation
2. LRDB’17 (Reference): Segmentation and Targeting
Customer Perspective Metrics
• Market share, relative market share
• Brand and Category development index
• Penetration
• Share of requirements
• Customer Satisfaction
• Net promoter and willingness to promote
Traditional
Readings:
metrics that
3 interest CMOs 1. Farris, Bendle, Pfeifer, Reibstein (2nd Edition), Marketing Metrics: The
Definitive Guide to Measuring Marketing Performance, Wharton School Publishing, Ch
2, Marketing Metrics

Marketing Analysis Toolkit: Market Size and Market Share, Harvard Business School
Industry Review: Consumer and Marketing Analytics & the FMCG Industry

● Customer Lifetime value

● Customer Equity
● Prospect value versus customer value
Customer
4 Profitability Readings:
Metrics 1. Farris, Bendle, Pfeifer, Reibstein (2nd Edition), Marketing Metrics: The
Definitive Guide to Measuring Marketing Performance, Wharton School Publishing, Ch
5, Marketing Metrics
 Marketing Analysis Toolkit: CLV Analysis, Harvard Business School
Case Study: Mountain Man, Harvard Business School
Industry Review: Consumer and Marketing Analytics & the Healthcare industry
Marketing Activities Perspective Metrics
● Trial, repeat, penetration, and volume projections
● Growth: CAGR
● Cannibalization rate and fair share draw rate
● Brand equity metrics

Metrics for Readings:

5 Product / Brand 1. Farris, Bendle, Pfeifer, Reibstein (2nd Edition), Marketing Metrics: The
Management Definitive Guide to Measuring Marketing Performance, Wharton School Publishing, Ch
4, Marketing Metrics

Case Study: PV Technologies, Inc., Harvard Business School

Industry Review: Consumer and Marketing Analytics & the Banking/FMCG Industry
● Salesforce coverage, goals, results, and compensation
● Pipeline analysis
● Numeric, ACV, and PCV distribution
● Out-of-stock and service levels
Metrics for Sales
Force and Readings:
6 Distribution / 1. Farris, Bendle, Pfeifer, Reibstein (2nd Edition), Marketing Metrics: The
Channel Definitive Guide to Measuring Marketing Performance, Wharton School Publishing, Ch
Management 6, Marketing Metrics

Case Study: 3M’s distribution, Harvard Business School

Industry Review: Consumer and Marketing Analytics & the Telecommunications Industry

Pricing Analytics Case: Basecamp: Pricing (HBS Case 9-817-067)

7 Optional Reading: Hartman ’21 – Part 4 ‘The Art of Analytics’

Study Week & Mid-Term Assignment

Marketing Analytics Dashboards
Introduction to Dashboarding tools
● Understanding Business Intelligence and PBI
Linking ● Getting Started With Power BI
Marketing ● Getting Data in Power BI Desktop
8
Metrics to ● Data Transformation
performance ● Data Modelling

Readings:
 1. Farris, Bendle, Pfeifer, Reibstein (2nd Edition), Marketing Metrics: The
Definitive Guide to Measuring Marketing Performance, Wharton School Publishing, Ch
11, Marketing Metrics

Industry Review: Consumer and Marketing Analytics & the Manufacturing Industry
Tool: PowerBI
Creating and Using Dashboards
● Introduction to DAX
● Data Visualization
● Creating Custom Visuals
● Visual Interaction
● Exploring Filters
● Creating Custom Slicers
Linking ● Dashboard
Marketing
9 Metrics to Readings:
performance 1. Farris, Bendle, Pfeifer, Reibstein (2nd Edition), Marketing Metrics: The
Definitive Guide to Measuring Marketing Performance, Wharton School Publishing, Ch
11, Marketing Metrics

Case Study: Phillips Food, Harvard Business Publishing

Industry Review: Consumer and Marketing Analytics & the Education Industry
Tool: PowerBI
Marketing Mix Experimentation
Conjoint Case in Reading:
* Portland Trail Blazers in VFW’21 Ch. 3 Readings:
Analysis 1. VFW’21, Ch. 3 Conjoint Analysis*
10
(1) Winston’14 (Excel Reference) Ch. 16 . Conjoint Analysis
Conjoint Cont’d
11 Analysis
(2)
Term Project Presentation
Students will be asked to form a group and provided with the dataset. The dataset will have
Consumer or Retail Audit Raw data that need to be deep-dived into. Every group performs
Term Project
12 the given KPI calculations to showcase the results on the dashboard.
Presentation (1)
Apart from the KPIs calculations, students must put everything on the slide in PPT and come
up with the interpretation and critical take-out.
Term Project Cont’d
13
Presentation (2)
Integration of Topics
Integration and Guest Speaker
14
Revision
Teaching & Learning Methodology
Participant-centered learning with data from real-world business situations/case studies. Learning by discovery
and mistaking.
 Textbook(s)
Main
Farris, Bendle, Pfeifer, Reibstein (2nd Edition), Marketing Metrics: The Definitive Guide to Measuring
Marketing Performance, Wharton School Publishing

Reference Books & Additional Reading Materials

1. VFW’21: Marketing Analytics: Essential Tools for Data-Driven Decisions by Venkatesan, R., Farris, P. and
Wilcox R. (2021) Darden Business Publishing (Previously Cutting-Edge Analytics, VFW 2014).
2. Hartman’20: Digital Marketing Analytics: In Theory And In Practice by Kevin Hartman (2021) (Director of
Analytics, Google) e-Book.
3. LRDB’17: Principles of Marketing Engineering and Analytics by L. Lilien, Rangaswamy and De Bruyn
(2017) 3rd Edition, DecisionPro, Inc.
4. Winston’14: Marketing Analytics: Data-Driven Techniques with Microsoft Excel by W. L. Winston (2014)
Wiley.

Grading Policy
Assessment % Weight
Class Participation in Discussion Classes 15%
In-Class Lab Exercises * Attendance 20%
Quizzes (n<=5 → n-1; n>5 → n-2) 15%
Assignments 20%
Final Exam 30%
Total 100%