Welcome to Marketing Intelligence

Welcome to Marketing IntelligenceSummer ‘11

http://emagine‐group.com Brand Focused, Socially Active, Digitally Enabled

“M k i i $450 billi i d“Marketing is a $450 billion industry, and we are making decisions with less data and discipline than we apply to $100,000 decisions in other aspects of $ , p

our business.”


Course BackgroundDespite its importance, marketing is one of the least understood, least measurable functions at many companies.With l f t it t f 10 t fWith sales force costs, it accounts for 10 percent or more of operating budgets at a wide range of public firms.Its effectiveness is fundamental to stock market valuations, which often rest upon aggressive assumptions for customer acquisition and organic growth.Nevertheless many corporate boards lack the understandingNevertheless, many corporate boards lack the understanding to evaluate marketing strategies and expenditures.Most directors—and a rising percentage of Fortune 500 CEO l k d i i thi fi ldCEOs—lack deep experience in this field.


Marketing Intelligence (MI) is a key toolMarketing Intelligence (MI) is a key tool for better decision‐making, success, and

l f feven survival for firms today, and it comes from the strategic use of a carefully analyzed collection of key information.o at o


Marketing IntelligenceEnterprise‐wide use of market intelligence is increasing, as firms see its power and benefit.Fi th t b k t i t lli it t ll l l fFirms that embrace market intelligence use it at all levels of the organization, fostering a culture where everyone thinks "intelligence," and contributes to its evolution.The establishment of a market intelligence process in firms today is increasing at a rapid rate.


Course ObjectiveThe organizing theme of the course is "backward market research.”Thi i f t ti t th d f thThis is a process of starting at the end of the process, envisioning decisions that will be taken based on research.We must think through what the marketing decision problem is, what courses of action you might conceivably recommend, and what information would be necessary to choose from among those courses of actionamong those courses of action.This ending point then drives any subsequent data collection.


Effective MI is a processIdentifying and collecting information, both internal and external to the firmA l i it i t ti it i b i d i d tAnalyzing it, interpreting it using business and industry experience and knowledgeUsing it to make more informed decisionsThis course provides a broad and in‐depth understanding of market intelligence (MI), focusing on MI as a process, and the perspective taken will be that of a manager using marketingperspective taken will be that of a manager using marketing intelligence


You will learn the tools techniques sourcesYou will learn the tools, techniques, sources, analytical processes and technology of MI, and will review best practices and cases of MIand will review best practices and cases of MI in action.

This course is intended for marketing and business studentsbusiness students.


About Your InstructorGetting to Know Me


My BackgroundGraduated from Central Michigan University in 1991 with a double major in Marketing and Computer ScienceC l t d M t f S i i C t S tCompleted my Masters of Science in Computer Systems Engineering from the University of Michigan in 1995Completed my Master in Business Administration in Marketing from the Kellogg School of Management at Northwestern University in 1997


My Professional BackgroundWorked for SAP America for 7 yearsWorked for Cisco Systems UK for 2 yearsH k d i k ti d t t b th d ti ll dHave worked in marketing departments both domestically and internationallyStarted my own company in 2003 called the emagine groupWe are specialists in marketing, branding, research and consulting servicesWe are also venture capitalists having funded start‐upsWe are also venture capitalists having funded start ups domestically and internationallyWe have worked with clients around the globe in various

iticapacitiesStarted teaching at SZABIST last semester – IGRM & ERP


How You Can Reach Meemail– khalid@emagine‐group.comcell– 0333 229 1234b iwebsite

– http://www.emaginecourses.com/mi/FacebookFacebook– http://www.facebook.com/khalid.muhammad/


My Teaching MethodologyWhat Are You Going to Learn


How I TeachI am a non‐traditional instructorThis is not a foundational courseI d ’t b li i t tb k b t tb k d ’tI don’t believe in textbooks because one textbook doesn’t have all the information that I want to teach youI also don’t believe in YahooGroups for academicsI teach the way my instructors taught me – interactiveWhat does that mean?


How I TeachCourse website– ReadingsC St di– Case Studies

– Lecture Slides– Assignments (if any)– Videos & Interviews– All class materials will be posted thereAble to have constant interaction with meAble to have constant interaction with me– Post Comments– Post QuestionsSh Y Th ht– Share Your Thoughts

Must register on the course website or sacrifice access to information and possibly negatively affect your grade


http://www.emaginecourses.com/mi/


What I ExpectGet involved in class discussionsGet involved in online discussionsCl if th thi d ’t d t d th t d ll iClarify the things you don’t understand so that you do well in this class, on my examinations and the course projectI will not update you when something is posted to the course website – it’s your responsibility to check the site and get (download) information


How the Course Will Be TaughtPart I – The EssentialsPart II – The MetricsP t III Th N t L lPart III – The Next Level


Lecture TopicsMarketing in the Age of Information DemocracyWh t i M k ti I t lli ?

The Marketing Divide

80% f C i D 't M k D tWhat is Marketing Intelligence?What is Marketing Research?What is Competitive Intelligence?Why are they important to marketers

80% of Companies Don't Make Data‐Driven DecisionsEssential Marketing MetricsMarketing Leaders vs. Followersy y p

and marketing?Scope & LimitationsObstacles & Barriers to AcceptanceMarketing Decision Support System

gUsing Metrics in a Difficult EconomyDefining the Marketing Intelligence Strategy

Marketing Decision Support System ComponentsScope & Significance of Marketing Intelligence in Decision MakingQuality & Quantity in Marketing InformationValue of Marketing InformationTypes of Marketing Information


Types of Marketing Information

Lecture TopicsAudience Segmentation & TargetingU d t di P d t/S i

Obstacles to Marketing Intelligence ImplementationC ll ti th Ri ht D tUnderstanding Product/Service

Definition & DevelopmentTraditional Segmentation Demographics

Collecting the Right DataCreating Momentum ScoringSmall Experimentation SamplesStrategies to Obtaining Accurate g p

Intelligence Driven SegmentationAudience SegmentationBehavior AnalysisHabit Mapping

g gCustomer DataBuilding the Infrastructure for Marketing IntelligenceCreating the Marketing IntelligenceHabit Mapping

Consumer Trait DevelopmentCustomer Profile Generation

Creating the Marketing Intelligence CultureDeveloping a Roadmap for Implementing Marketing Intelligence


Lecture Topics

Classic Marketing Metrics

Li ki A ti iti t M t i

Essential Non‐Financial Metrics for Marketers

B d ALinking Activities to MetricsBalanced Scorecard for Marketing

What is a Balanced Scorecard and How Does it Help an Organization?

Brand AwarenessComparative IntelligenceLoyalty MarketingCustomer Satisfactionp g

The B2B Measurement Challenge Campaign Effectiveness


Lecture Topics

Essential Financial Metrics

P fit

All Customers Aren’t Equal

C t Lif ti V lProfitNet Present Value (NPV)Internal Rate of Return (IRR)Payback

Customer Lifetime ValueCustomer Value DefinedValue Based MarketingShort & Long‐Term Customer y

Stress Testing the Metrics and the Datag

ProfitabilityCustomer Lifecycle Management


Lecture Topics

Online Marketing Metrics

CPC CPM

Product Development

P it M d liCPC vs. CPMTransactional Conversion Rate (TCR)Return on Ad Dollar Spent (ROA)Bounce Rates & Quality of Websites

Propensity ModelingMarket Basket AnalysisMarketing Decision TreesEvent Driven Marketingy

Attribution ModelingHyper Targeting Display Ads in Social MediaWord of Mouth Metrics Social Media

gCase for Analytic Marketing

Word of Mouth Metrics ‐ Social Media Marketing Engagement


Lecture TopicsInfrastructure for Marketing IntelligenceWh t D t D Y R ll N d?

Budgets, Technology & Core ProcessesC i M tWhat Data Do You Really Need?

Scaling Infrastructure Based on Organizational NeedsRequirements Complexity Analysis

Campaign ManagementMarketing Processes, Technology & Organizational PerformanceB2B vs. B2C Marketingq p y y

Enterprise Data Warehousing & the ChallengesWhat Will Go Wrong & How to Prepare For It

g4 Barriers to Implementing Marketing Processes3 Steps to Increase Campaign Management EffectivenessFor It Management EffectivenessLessons Learned by Experience & Translating Them into ProcessesMarketing GovernanceCreative X‐Factor & It’s Effect on Marketing IntelligenceGetting It All to Work Together Efficiently


Efficiently

Grading Policy


How I GradeI am tough, but fair, in my gradingI expect you to learn the concepts and apply them intelligentlyI d ’t t h i ti it d ’t k i f i lI don’t teach memorization – it doesn’t work in professional lifeDon’t try to BS me – I know better


Grading ComponentsMidterm Examination ‐ 30% of your gradeCourse Project ‐ 30% of your gradeFi l E i ti 40% f dFinal Examination – 40% of your grade


Documents

Welcome to Marketing Intelligence