Marketing Analytics ➔​ Inclusivity in cosmetics

●​ Business Activity + Data ➔​ Zero waste campaigns

●​ Technology-enabled and
model-supported approach to Customer demographics
harness customer and market data ➔​ Deeper consumer insights based on
to enhance marketing decision age, sex, ethnicity, location, marital
making. status, religion, etc.
●​ origin: tracking and analyzing data
from marketing efforts, often to Product development trends
reach a quantitative goal. ➔​ Popularity of collagens, niacinamide,
●​ Math based discipline that seeks to retinols, and vitamin c in skin care.
find patterns in data to increase ➔​ Flip phones
actionable knowledge.
Messaging and media
First Principles Framework for ➔​ Relatable marketing messaging
Marketing Analytics based on trending topics.
➔​ What message is resonating with
your audience?
All Customers Differ (Understanding
Customer Heterogeneity)
Measure, analyze, and predict
●​ Failing to address such customer
performance (& Competition)
heterogeneity can mean the failure
➔​ Determining marketing mix changes
of the firm overall.
➔​ Understanding strengths and
weaknesses.
All customers change (Understanding
different customer dynamics)
●​ Customers can be segmented and Benefits of Marketing Analytics to
targeted according to the alignment Organizations
between their needs and desires.
Data-Driven Decision Making Approach
All competitors react (Understanding ➔​ Customer trends and preferences
sustainable competitive advantage) ➔​ Customer demographics
●​ Build and maintain barriers to ➔​ Product development trends
competitive moves ➔​ Messaging and media
➔​ Competition
All resources are limited (understanding ➔​ performance
resource trade-offs)
●​ Define the optimal allocation of Provides:
time, investments, and other ➔​ Deeper consumer insights
resources. ➔​ Optimized marketing objectives
➔​ achieved/ better ROI
Marketing Analytics provide a data driven
decision making support to the ff:
Marketing Analytics Process
Customer trends and preference 1.​ Understand what you want to
➔​ Increase demand for ethical and measure- e.g Conversion rates,
sustainable products audience reached
 2.​ Establish a benchmark- determine Types of Marketing Analytics
the types of data to collect. E.g
Measure of success or KPIs (revenue,
net profit, return on investment)
3.​ Assess your current capabilities-
SWOT. E.g Generating channels,
poorly performing, star and cash
cow products.
4.​ Deploy a Marketing Analytics
Tool- E.g Google Analytics, Tableau,
Excel Descriptive Analytics
●​ Use historical data to identify the
Data Samples in Marketing changes occurring in an organization
over time
Customer Data ●​ Historical data provides overview of
➔​ Allows marketers to evaluate their the company’s performance and
target demographic. benchmarks used for progress.
➔​ Goes beyond names, email, ●​ Answer the questions like what is
addresses, and previous purchases happening with the marketing
to things like behavior and likes. efforts.
●​ Data Aggregation (collecting data)
Financial Data and Data Mining (transform into
➔​ Data about financials including sales something useful/analyzation)
and marketing statistics, margins,
accurate pricing, costs on
advertisements.

Operational Data
➔​ Daily operations can used data
analytics like standard operating
procedures, logistic management

Data Analytics
➔​ used to gather deeper consumer
insights to optimize marketing
objectives and get better return on
investment. Through Data Analytics,
Data-Driven Marketing can be
achieved.
★​ Data Analytics —> Data-Driven
Marketing —> Higher Return on
Investment and Better Business
Performance.
Types of Descriptive Analysis
1.​ Measures of Frequency
2.​ Central Tendency
3.​ Measure of Dispersion
4.​ Variability

Predictive Analytics
●​ Moves to what is likely going to Sources of Data
happen in the near term.
●​ Carried out after descriptive as it
helps in understanding what could
be the future outcome. As a result,
predictive is used in businesses to
improve operational efficiencies and
reduce risks.
●​ Forecasting, Regression, Decision
Trees, Machine Learning, Text
Analysis
●​ Describes information flow within a
big data system needed to generate
value and useful insights from data.
●​ Enables analysis of big data
technologies for each step within
the chain.

Big Data
Prescriptive Analytics ●​ Collection of data from various
●​ Suggest/ Diagnose course of action sources.
●​ It is the integration of descriptive
and predictive. 3 V’s of Big Data
●​ Used to make the best and most 1.​ Volume- amount of data from
optimized decisions for the future of myriad sources.
business. 2.​ Velocity- speed at which big data is
●​ Answers questions like what you generated.
should do next if certain things 3.​ Variety- types of data: structured,
happen in the future. semi-structured and unstructured.
●​ Use machine learning algorithms,
business rules, and artificial Two Dimensions of Data
intelligence to optimize bus pract. Data Source
●​ Where information is obtained.
●​ Source can be database, flat file, xml
file or any format system that can be
read.

Data Type
●​ Classification of data that tells the
 interpreter how the programmer etc.
intends to use the data. ●​ For all players in the market, ideally
with possibility to be shown per
competitor in the market.
Structured Unstructured
Data Data
On the demand side:
External Public Data Social Media ●​ Data that describe the consumers in
Data Zip code (Google, the market, their buying and
Sources Data, Twitter, spending behavior, their
Household Facebook, socio-demographics (e.g.age,
Data, Instagram) household size, income), and their
Credit External needs.
Scoring, sensor data
Marketing Blogs Brand/ Product Data
Research ●​ have a limited scope in that they
Data focus only on brands and their
performance.
Internal CRM Data Customer ●​ To collect these data, research is
Data Sales Data Contract Data necessary, and this brings up
Sources Transaction “ (mail, email, discussions about the quality and
Invoice “ text message, validity of results.
Usage “ call center,
Campaign “ shop, website) On the supply side:
Sensor data ●​ Data that describe the volume and
Mobile Data market
●​ share of specific brands/products

Internal Data Sources

On the demand side:
●​ Already present within the firm and
●​ Data that describe and explain how
may include point of sales data etc.
potential customers judge a certain
●​ Gathered and stored in a data
brand.
warehouse.
●​ Ex. no. of visitor to a website, which
Customer Data
ads customer are clicking, sales
●​ It is often very detailed and accurate
trends and metrics
(especially since billing data is the
life-blood of the organization)
External Data Sources
●​ only covers customers (and
●​ Not present within the firm
sometimes prospects and
●​ Purchased and added to the
ex-customers).
commercial data environment from
(collected by) external data vendors.
On the supply side:
●​ Data that describes the (historical)
Market Data
product and services used by the
On the supply side:
customer during the relationship
●​ Data that describe and explain
with the organization.
metrics like market size, “ volume, “
share, development, media spent
On the demand side: Data Integration and Information Security
●​ Data that describes the
expectations, satisfaction, and
interactions of the customer with the Customer Privacy and Data Security
organization. Data Privacy
●​ Implies the right to be left alone.
Data warehouse ●​ Individuals should be conscious
●​ considered to be the central element about which data and information
of the commercial data environment. are being shared and to what extent
●​ Through a data gathering system, they control this sharing.
the data is transformed into an ●​ TWO CONCEPTS: Consciousness
electronic medium. and Control
●​ The data warehouse functions to: ●​ Right to control who gets to see
1.​ prepare the data for storage your personal info like cc no. and
2.​ store the data bank account balances.
3.​ literally describe the data
4.​ manage and control the data. 6 aspects of data in Privacy Concern
1.​ Data Collection- too much data and
information is being collected
Challenges of Data Integration 2.​ Data Usage- for what the data will
be used?
Technical Challenges 3.​ Data Mistakes- data error/mistakes
●​ Scattered and fragmented datasets. can have negative consequences.
4.​ Data Infringement- unauthorized
Analytical challenges access and usage of data.
●​ Lack of a similar and synchronized 5.​ Data Control- insufficient control
customer/consumer perspective and over own data.
consistent segmentation; explaining 6.​ Data Consciousness- not sufficiently
the past instead of predicting the informed on data policies.
future and; how to analyze with
datasets at different aggregation Privacy is a big issues:
levels ●​ Big Data are permanently available
●​ Big Data involve large volumes of
Business challenges data
●​ No link with metrics of the P&L to ●​ Big Data on customers are collected
realize alignment and acceptance invisibly
from the financial department. ●​ There is no good assessment of the
privacy sensitivity of data
●​ Due to the large volume of data, it is
no longer accessible and
●​ understandable by customers
●​ Data from multiple sources are
being fused
●​ Customers perceive a lack of control
on big data collection.
Customer Segment (Privacy Concern) ●​ Atty. John Henry D. Naga- PRIVACY
Fundamentalist COMMISSIONER AND CHAIRMAN
●​ Fundamentally against the
collection and usage of data by. The Data Privacy Act of 2012 is a 21st-
Pragmatist century law that addresses 21st-century
●​ Willing to share information as long crimes and concerns.
as benefits are received. ●​ (1) protects the privacy of
Unconcerned individuals while ensuring free flow
●​ Do not consider sharing information of information to promote innovation
as a problem and consider it as part and growth;
of daily life. ●​ (2) regulates the collection,
recording, organization, storage,
European Union Legislation Principles updating or modification, retrieval,
1.​ Right to be forgotten: Customers consultation, use, consolidation,
have the right that their information blocking, erasure, or destruction of
can be deleted if they require it personal data; and
2.​ Right of portability: Customers have ●​ (3) ensures that the Philippines
the right to view their collected complies with international
personal information standards set for data protection
3.​ Informed consent: Privacy is default through the National Privacy
for customers. Data are only Commission.
collected if a customer opts for that
(opt-in) Data Subject Rights
4.​ Clear notice: There is an official save
time of contact information 1. Right to be Informed- you have the right
5.​ Right of portability: Customers have to be informed whether your personal data
the right to view their collected shall be, are being, or have been processed,
personal information including the existence of automated
decision-making and profiling.
EU is proactive while USA is passive 2. Right to Object- you shall have the right
to object to the processing of your personal
Federal Trade Committee data where such processing is based on
●​ Responsible for general privacy laws consent or legitimate interest.
that, the legislation in USA differs 3. Right to Access- you have the right to
between its states obtain confirmation on whether or not data
relating to you are being processed, as well
National Privacy Commission as information
●​ is an independent body created 4. Right To Erasure Or Blocking- you have
under Republic Act No. 10173 or the right to request for the suspension,
the Data Privacy Act of 2012 withdrawal, blocking, removal, or
●​ mandated to administer and destruction of your personal data from the
implement the provisions of the Act, PIC’s filing system, in both live and backup
and to monitor and ensure systems.
compliance of the country with 5. Right To Damages-you have the right to
international standards set for data be indemnified for any damages sustained
protection. due to inaccurate, incomplete, outdated,
false, unlawfully obtained, or unauthorized
use of your personal data, taking into and congruent.
account any violation of your right and ●​ From a privacy perspective the rule
freedoms as data subject. “more is less” holds.
6. Right to File a Complaint- If you feel that ●​ Give something back to customers.
your personal information has been misused, ●​ Be transparent on data usage.
maliciously disclosed, or improperly ●​ Communicate the specific benefits of
disposed, or that any of your data privacy sharing data.
rights have been violated, you have a right ●​ Invest in brand trust
to file a complaint with the NPC. ●​ Firms should give customers control!
7. Right To Rectify- you have the right to
dispute the inaccuracy or error in your Privacy and Internal Data Analytics
personal data and have the PIC correct the ●​ Analyze data on higher aggregation
same within a reasonable period of time. levels.
8. Right To Data Portability- you have the ●​ Individual data can be anonymized.
right to obtain from the PIC a copy of your ●​ A specific form of anonymizing the
personal data and/or have the same data is what we call pseudomyzing
transmitted from one PIC to another, in an ●​ Permission-based marketing
electronic or structured format that is approach
commonly used.

Privacy and Ethics

2 Important Dimensions:
Ethical Decision
1.​ Firms have to recognize that privacy
decisions have a moral dimension
2.​ Firms then have to form an ethical
judgment concerning what ought to Data Security
be done with regard to privacy ●​ protects information from
3.​ Firms have to establish the moral unauthorized access, use, and
intention to act in conformity with disclosure.
what they have judged to be the ●​ protects it from disruption,
right type of behavior with regard to modification, or destruction.
privacy issues.
4.​ Firms have to engage in that 3 Elements of Data Security
behavior. 1.​ People- often the weakest link to
data security.
Moral Intensity 2.​ System- means the physical and
●​ determines how firms proceed technical environment where data is
through each of the four ethical stored.
decision-making stages. If moral 3.​ Process-
intensity is high, then an issue is ●​ processes for access
considered as a moral issue and ●​ Processes for continuity
elaborative ethical decision making ●​ Processes for steering and
is required monitoring.
How to Deal with Privacy issues?
●​ Only collect data that are relevant
Marketing Metrices

Data Common Use

Analytics Tool

Value-to-customer (V2C) metrics Excel Commercial Spreadsheet software capable of

data wrangling and reporting.
●​ focus on the delivered value to
customers. Sometimes these metrics Google Web analytics service that provides statistics
also refer to “share of heart” metrics Analytics and basic analytical tools for search engine
optimization (SEO) and marketing purposes
or “share of mind” metrics.
Jupyter Open-source interactive author software used
Market/ Category Metrices for sharing code, creating tutorials, presenting
work
●​ These are relevant in the early
phases of a product’s lifecycle, as Python An open-source programming language used
different firms aim to communicate for data scraping to analysis and reporting.

the value and relevance of newly Power BI Commercial Business analytics suite used for
introduced products and services. data visualization to predictive analytics.
●​ Examples of Market / Category
Tableau Commercial Data visualization tool used in
Metrices: Product awareness, creating data dashboards and worksheets.
Product attractiveness, Product
uniqueness Analytical Tool Open-source Programming language used for
statistical analysis and data mining.

Brand Metrices Knime An open-source data integration

platform.Data mining and machine learning
●​ important to continuously measure
indicators of their brand
performance and, related to that, to
Data Storytelling
track the outcomes of advertising ●​ art of presenting data with a contextual
campaigns. narrative.
●​ Ex: Brand/advertising awareness, ●​ One of the basic principles of a good report
Brand association, Brand or presentation is that it has a core message.

consideration, Brand preference,

Data Visualization
Brand linking, Brand likes/comments ●​ is the representation of data through use
of common graphics, such as charts,
Customer Metrics plots, infographics, and even animations.
●​ important to continuously measure
indicators of their brand performance Causes of Failure to Create an Impact
and, related to that, to track the ❖​ Unstructured report
outcomes of advertising campaigns. ❖​ Weak and unclear conclusions/message
❖​ Too much irrelevant slides or info
 ❖​ Inconsistencies in the Report
❖​ Adding appendix(es) on the main text
❖​ Too much messages
❖​ Focused on the number than of graphs
❖​ Graphs are too complex

Objectives
●​ Exploration of data
●​ Understand and make sense of the data
●​ Communicate the results of the analysis.

V2C- focus on what a firm achieves in a

customer’s mind and whether it results in positive
cognitive and affective responses.
●​ Customer feedback metrics
V2F- focus on the value delivered by customers
to firms. These metrics are typically behavioral
and are frequently financial in nature.
Brand awareness- measures whether
customers know the brand.
Brand consideration- focus on whether brands
are in the set of brands that customers consider
buying.
Brand preference-measures whether customers
prefer a specific brand over
competing brands.
Brand Association- customers gain more
knowledge about the brand and have perceived
value of it based on specific positioning
strategies.
Brand Asset Valuator- most influential V2C
brand measurement system by Young & Rubicam
Net Promoter Score (NPS)- example of Forward
Customer Feedback metric as it considers the
willingness to recommend a firm, which also
signals a customer’s future relationship/ the firm.
Customer Trust- defined as customers’
confidence in the quality and reliability of the
services provided
Customer Feedback Loop- In this loop customers
give feedback to a firm on a specific service event
and subsequently they are called back when they
score low on this metric, and are asked about
what is behind this low score.
Herfindahl Index- used to measure Market
concentration.
Churn or customer defection- percentage of
customers quitting the relationship with the firm.