PPT-Managing Marketing Information to Gain Customer Insights

Chapter 4 Priciples of Marketing by Philip Kotler and Gary Armstrong PEARSON 1 Marketing Information and Customer Insights Explain the importance of information in gaining insights about the marketplace and customers. Experience . Cloud . Overview. Agenda. Market. Overview. Product. Overview. Future. Plans. Digital Marketing . Technology Opportunity. IDC's Worldwide Marketing Technology 2014-2018 Forecast: . $20 Billion and Growing Fast. How is the Information Analyzed???. Information is gathered in internal databases and through marketing intelligence.. Marketing research requires more analysis.. Managers need assistance to gain customer and market insights that will improve their marketing decisions.. SurbExpo. 2016. BrightLion love talking about data!. We’ve spent our careers answering briefs and solving issues for global brands to bring them closer to customers and ultimately drive sales. Being channel neutral we use a vast array of information available to recommend who, how, where, when, why and what a brand should communicate across paid, owned and earned channels to meet objectives. Based on First Principles and Data Analytics. All Customers Differ. All Competitors React. All Resources are Limited. All Customers Change. First Principles. : The foundational concepts or assumptions on which a theory, system, or method is based (Oxford Dictionaries ). Implementing Marketing Principles and Data Analytics. All Customers Differ. All Competitors React. All Resources are Limited. All Customers Change. Managing Customer Heterogeneity. Managing . Competitive Sustainable Advantage. Based on First Principles and Data Analytics. All Customers Differ. All Competitors React. All Resources are Limited. All Customers Change. First Principles. : The foundational concepts or assumptions on which a theory, system, or method is based (Oxford Dictionaries ). Principles . of Marketing. Types of Marketing Information: Internal Data . Large databases collect massive amounts of data from a variety of sources: customer demographic and profile data linked to in-store and online purchasing history, Web site search terms, page views, social media posts, and other . Marketing Principle #2. All Customers Change .  Managing Customer Dynamics. Agenda. Introduction. Approaches for Managing Customer Dynamics. Evolution of Approaches for Managing Customer Dynamics. Presented by Sheryl Nolen, CEA 4-H . WebEx Houston4HCEO2 October 7, 2015. Guest Presenter: Cindy Kelly with Happier at Home . Guess What?. 3 M Company 1968. . Spencer Silver invent super strong adhesive. 4e. Sports and Entertainment Marketing Class . Mr. Sherpinsky. Council Rock School District. 2. Section . 2.1. Goals. Explain the central focus of the marketing concept.. Explain the reasons for increased sports and entertainment options.. Deloitte146s CMO Program supports CMOs as they navigate the complexities of the role anticipate upcoming market trends and respond to challenges with agile marketing Read more on the latest marketing Web-focused strategies for turning a company8217s customer list into its most powerful competitive advantageFor more than a decade, Strategic Database Marketing has been a popular and authoritative how-to on database marketing, referred to every day by marketing practitioners around the world. Featuring dozens of innovative, workable strategies, it has shown marketers how to profitably manage customer relationships, retain loyalty, increase the incremental profits from each customer in the database, and more.Fast-changing tools and technologies require author and database marketing pioneer Arthur Hughes to update the book8217s data and techniques. This substantially revised third edition features: A completely new chapter on modeling and appended data New details on fast-changing Web technologies and marketing Updated material on prospecting, warehousing, and filtering In-depth discussion of prospect databases, one of marketing8217s newest and most promising innovations The main idea: . Successful companies must be able to understand the needs and wants of customers. Marketing research provides information to help a business plan, solve problems and make decisions regarding its products and services.. Panelists. - Sarah Drake, Regional Director of Marketing, E-Commerce and Inside Sales, PFERD . - Julie Trottier, VP Commercial Marketing – Global, MechanixWear.