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Introduction

The document outlines various aspects of marketing analytics, including definitions, data sources, and methodologies for data collection and analysis. It emphasizes the importance of understanding consumer behavior, segmentation, and the ethical considerations in data usage. Additionally, it provides real-life examples of companies leveraging data analytics for marketing strategies and highlights the significance of data-driven decision-making.

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Angelica Loreto
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11 views

Introduction

The document outlines various aspects of marketing analytics, including definitions, data sources, and methodologies for data collection and analysis. It emphasizes the importance of understanding consumer behavior, segmentation, and the ethical considerations in data usage. Additionally, it provides real-life examples of companies leveraging data analytics for marketing strategies and highlights the significance of data-driven decision-making.

Uploaded by

Angelica Loreto
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Definition of Data Data Sources Cluster Analysis

Definition of Marketing Analytics Data Collection Methods Marketing Segmentation


Evolution of Data Analytics Data Quality Assessment (Gem) Marketing Mix
Difference of Marketing Analytics and Marketing Metrics (Book) SWOT Analyis
Business Analytics Chapter Exercise Competitive Investigation
The Importance of Marketing Analytics Reading Sources Targeting Analytics
Chapter Exercise Chapter Exercise
Reading Sources Reading Sources

Definition of Consumer Behavior Definition of Neuromarketing Regression Analysis


Information Search Neuromarketing for Consumer Time Series Analysis
Pre-Purchase Service Analysis Analytics Classification Models
Post-Purchase Service Analysis Facial coding and facial Sentiment Analysis
Types of Buying Behavior electromyography Chapter Exercise
Reading Sources Consumer Analytics Reading Sources
Reading Sources
Crafting Compelling Campaign Importance of Sales Prediction
Narratives Types of Sales Prediction
Leveraging Social Media Platforms
Applications of Sales Prediction
Effectively
Measuring and Optimizing
Chapter Exercise
Campaign Performance Reading Sources
Ethical Considerations in Marketing
Campaigns
Software Example (Shopify)
Chapter Exercise
Reading Sources

Cross-Selling Real Life Example of A Business and


Up-Selling Case Study
Pricing Analytics
Attendance and
Activities Midterms Finals
Recitation
20% 30% 30%
20%

1.00 - Attended the Class No activity for absent Must be done on said date Must be done on said date
1.50 - Late students and time only - TBA whether and time only - Test type.
2.00 - Absent with Advance practical activity or test type.
Notice AND VALID reason
3.00 - Absent
3 Absences - INC
ANALYZATION ANALYSIS ANALYTICS

The application of statistical


The process of breaking techniques and tools to
The act or an instance of down a complex topic or analyze data. It focuses on
analyzing something. substance into smaller parts using data to uncover
to gain a better insights, make predictions,
understanding of its nature. and inform decision-making.
The focus is to understand. The focus is to have Data-
driven decision-making.
FEATURE ANALYSIS ANALYTICS

FOCUS UNDERSTANDING DATA-DRIVEN DECISION-MAKING

METHODOLOGY QUALITATIVE AND QUANTITATIVE QUANTITATIVE

STATISTICAL SOFTWARE, DATA


TOOLS MANUAL
VISUALIZATION TOOLS
Descriptive and non-numerical. It focuses on qualities, characteristics, and attributes.
Examples include:

Interviews
Observations
Open-ended surveys
Case studies
Focus groups
Descriptive and non-numerical. It focuses on qualities, characteristics, and attributes.
Examples include:

Surveys with closed-ended questions


Experiments
Statistical data
Measurements (e.g., weight, height, temperature)
Scenario:

A small business owner notices a significant drop in sales over the past few months,
despite no major changes to their products or marketing strategies. They're puzzled
and want to understand the underlying reasons.

ANALYZE THE DATA


TEST HYPOTHESES
GATHER DATA

IDENTIFY DRAW
POTENTIAL CAUSES CONCLUSIONS
GATHER DATA

IDENTIFY
POTENTIAL CAUSES

ANALYZE THE DATA

TEST HYPOTHESES

DRAW
CONCLUSIONS
“Marketing analytics is a sub-group of business analytics which deals with collecting,
managing, and analyzing the available data to gain meaningful insights, which can lead
to marketing decision making” (Germann, Lilien, and Rangaswamy, 2013; Hanssens and
Pauwels, 2016; Wedel and Kannan, 2016).
Business analytics provides a broader perspective on how data
can be used to improve a business.

Marketing analytics is a specialized subset of business analytics


that focuses specifically on marketing-related data and insights.
Under Armour gathers data from the
Connected Fitness community and
helps personalize marketing to
consumers and come up with potential
new products. This community includes
over 200 million consumers, including
those who purchased its health-
tracking wearable devices as well as
fitness apps such as MyFitnessPal.
Spotify's annual 'Wrapped' campaign has
become a viral sensation, highlighting the
quirky listening habits of its users. By analyzing
user data, Spotify has created engaging ads
that resonate with diverse audiences. From the
bizarre to the unexpected, Spotify's 'Wrapped'
campaigns have showcased the unique tastes
of its millions of loyal listeners.
Apple's global success can be attributed to its
commitment to product innovation and a deep
understanding of consumer needs. Through its
in-house research team, Apple has cultivated a
dedicated online community called 'Apple
Customer Pulse.' This community provides
valuable insights into consumer behavior,
allowing Apple to tailor its products and
marketing strategies to meet the evolving
needs of its customers.
DATA SOURCE
A data source is the origin point of data.

It can be the initial location where data is created or


digitized, or even a more refined dataset that serves as
input for subsequent processes.

Example of a data source in action:

Imagine a makeup brand selling products online. To display


whether an item is out of stock, the website gets information
from an inventory database. In this case, the inventory tables are
a data source, accessed by the web application which serves the
website to customers.
Data Collection
The process of gathering information from various sources to analyze and
understand a particular topic or phenomenon.

Examples: Surveys, interviews, observations, experiments, social media


listening, web analytics.
On a job interview, what do you prefer?
Virtual or Onsite Interview, Why?
Ethical Considerations in
Data Collection
Ensuring data is collected and used ethically,
Privacy respecting individuals' privacy rights.

Obtaining explicit permission from individuals


Informed Consent before collecting their data.

Avoiding bias in data collection methods and


Bias analysis.
Facebook's Cambridge
Analytica Data Scandal
In 2018, a major data privacy scandal erupted involving Facebook and
Cambridge Analytica, a political consulting firm.

Cambridge Analytica had harvested the personal data of millions of


Facebook users without their explicit consent. This data was then used to
create targeted political advertisements designed to influence elections,
including the 2016 US presidential election.

Data Harvesting: Cambridge Analytica developed a personality quiz app that incentivized
users to share their data and that of their friends. The app collected a vast amount of
personal information, including likes, comments, and relationships.

Data Sharing: Facebook's platform allowed app developers to access a wider range of user
data than initially disclosed. This enabled Cambridge Analytica to obtain data on millions of
users who had not directly interacted with the quiz app.

Misuse of Data: Cambridge Analytica used the harvested data to create detailed
psychological profiles of individuals and target them with highly personalized political ads.
These ads were designed to manipulate voters and influence election outcomes.
Segmentation Bases
01 Demographic 02 Geographic
Age, gender, income, education, Location, region, climate
occupation

03 Psychographic 04 Behavioral
Lifestyle, interests, values, personality Usage rate, purchase frequency,
loyalty
Age
Youth: Globe, Smart, Nike
Adults: Unilever, Nestle, San Miguel
Seniors: Generika Drugstore, PhilHealth, Sun
Life
Gender
Male: Gillette, Axe, PlayStation, San Miguel Beer
Female: Victoria's Secret,Avon, Belo, Creamsilk
Income
High-income: Rustan's, Ayala Malls, Mercedes-Benz
Middle-income: SM Supermalls, Robinsons
Department Store, Toyota
Low-income: Sari-sari stores, Puregold, Lucky Me!
Occupation
Professionals: Globe Platinum, PLDT Home, BDO
Students: Jollibee, McDonald's, Chowking
Blue-collar workers: Honda, Kawasaki, Del Monte
Geographic
Metro Manila: Ayala Land, SM Prime Holdings,
Robinsons Land
Visayas: Cebu Pacific, Jollibee, Mang Inasal
Mindanao: Durian, Davao Coffee, Royal Dutch Shell
Psychograph
Values ic
Family: Jollibee, San Miguel, Puregold
Religion: Catholic churches, religious goods stores
Filipino culture: Barong Tagalog, Filipiniana, Jeepney
Activity
State and explain the following in 3 sentences each only.
1. Give me a brand (Why do you prefer it?)
2. Means of retailing platforms: Social media, catalog, ecommerce, mobile etc.
3. Target Market
4. Market Segmentation
5. Approach in platform: Physical or Online (Friendly merchandizers, witty soc med etc.)
6. How do you observe their growth in their brand? (Adding products, promos, approach,
rebranding)
7. SWOT analysis
8. Promotions that they usually do
9. Is there any challenges or suggestions for the brand? (Means of growth)
10. What kind of data do you think will help them grow when they collect it?

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