e-marketing ch 6
TRANSCRIPT
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E-Marketing
Dr. Karim Kobeissi
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Chapter 6: E-Marketing Research
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Keywords: Data Vs InformationData consists of R! "C#$ and "I%&RE$' Data is a
()i*ding (*ock' !hen that data is organi+ed or
interpreted into sets according to conte,t it pro.ides
information' "or e,amp*e recording the temperat)re
of yo)r c*assroom contin)o)s*y o.er a set period is
data co**ection' "rom that data information may (e
deri.ed s)ch as the highest *owest and a.erage
temperat)res o.er that period' Both data and
information are used to attain knowledge.
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Keywords: Management Information $ystem /MI$0
Management Information System (MIS) (road*y refers to a
comp)ter-(ased system that pro.ides managers with the too*s to
organi+e e.a*)ate and e1cient*y manage departments within an
organi+ation' In order to pro.ide past present and prediction
information a management information system can inc*)de
software that he*ps in decision making data reso)rces s)ch as
data(ases the hardware reso)rces of a system decision s)pport
systems peop*e management and pro2ect management
app*ications and any comp)teri+ed processes that ena(*e the
department to r)n e1cient*y'
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Keywords: "oc)s %ro)p
focus grou is a gro)p of peop*e
assem(*ed to participate in a disc)ssion
a(o)t a prod)ct (efore it is *a)nched or to
pro.ide feed(ack on a po*itica* campaign
te*e.ision series etc'
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3est*e 4)rina 4etCare wanted to knowwhether their !e( sites and on*inead.ertising increased o5-*ine (eha.ior'
3est*e 4)rina de.e*oped research7)estions: re o)r ()yers )sing o)r (randed !e(
sites8
$ho)*d we in.est in other !e( sites8
If so where sho)*d we p*ace thead.ertising8
#he 4)rina $tory
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#he 4)rina $tory /con0
#hey com(ined on*ine and o5-*ineshopping pane* data and fo)nd that: 9anner c*ick-thro)gh rate was *ow /'6;0'
hea*th and *i.ing sites recei.ed the
most .isits from their c)stomers'
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Data Dri.e $trategy
Information o.er*oad is a rea*ity for cons)mersand marketers a*ike'
E-marketers m)st determine how to gain
insights from (i**ions of (ytes of data to )pdate
marketing strategy'
4)rina?s e-marketers for e,amp*e sorts thro)ghh)ndreds of mi**ions of pieces of data a(o)t
@
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"rom Data to Decision: 4)rina
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Know*edge management is the process of managing
the /a0 creation /(0 )se and /c0 di5)sion of know*edge'
Data information and know*edge are shared with
interna* decision makers partners channe* mem(ers
and sometimes c)stomers'
marketing know*edge data(ase inc*)des data a(o)t
c)stomers prospects and competitors'
Marketing Know*edge Management
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#he Marketing Information $ystem /MkI$0
E-marketers )s)a**y )se a Marketing
Information System(MkIS) which is a
Management Information $ystem /MI$0
designed to s)pport marketing decision
making'
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Most Common Data Co**ection Methods
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$o)rces of Data
#he three main so)rces of data that e-
marketers )se to address research
pro(*ems are:
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$o)rce
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$o)rce @: 4rimary Data !rimary datais data that has (een
co**ected specia**y for the p)rpose in mind' #his type
of data are genera**y origina* and co**ected for the Brst
time'
#he Internet and other techno*ogies faci*itate rimary
data co**ection:
Marketers )se the 3et to co**ect primary data
thro)gh on*ine s)r.eys on*ine foc)s gro)ps
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$ o ) rc e : $ e c o n d a r y D a t a Secondary datacorrespond to data co**ected and
recorded (y someone e*se prior to and for a p)rpose
other than the c)rrent pro2ect '
Secondary data pro.ide information a(o)t competitors
pop)*ation demographics economic en.ironment etc'
*tho)ghsecondary data can (e co**ected more 7)ick*y
and *ess e,pensi.e*y than primary data it may not meet
e-marketer?s information needs: Data was gathered for a di5erent p)rpose'
)a*ity of secondary data may (e (iased'
Data may (e o*d'
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4)(*ic and 4ri.ate Data$o)rces
4)(*ic*y generated data &'$' 4atent 1ce CI !or*d "act(ook
merican Marketing ssociation
!ikipedia
4ri.ate*y generated data com$core
"orrester Research
3ie*sen>3etRatings
Commercia* on*ine data(ases
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4rimary Research $teps
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d.antages F Disad.antages of n*ineResearch
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Ethics of n*ine Research
Companies cond)cting research on the !e(often gi.e respondents a gift or fee for
participating'
ther ethica* concerns inc*)de:
Respondents are increasing*y )pset at getting )nwe*come e-
mai* re7)ests for s)r.ey participation'
G=ar.estingH of e-mai* addresses from newsgro)ps witho)t
permission'
G$)r.eysH for the so*e p)rpose of ()i*ding a data(ase'
4ri.acy of )ser data'
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Monitoring #he $ocia* MediaCompanies m)st now monitor n)mero)s we( pages
(*ogs and photo sites in order to *earn what is (eing
said a(o)t their (rands or e,ec)ti.es'
Companies can hire 4R Brms or on*ine rep)tation
management Brms to he*p'
#hey can a*so set )p a)tomated monitoring systems
)sing e-mai* R$$ feeds or specia* software'
%oog*e o5ers e-mai* a*erts for se*ected keywords'
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%oog*e *ert for G)dy $tra)ssH 3ame
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ther #echno*ogy-Ena(*ed pproaches
C*ient-side Data Co**ection Cookies
&se 4C meter with pane* of )sers to track the
)ser c*ickstream'
$er.er-side Data Co**ection
$ite *og software
Rea*-time proB*ing tracks )sers? mo.ements
thro)gh a !e( site'
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Rea*-$pace pproaches
Data co**ection occ)rs at o5-*ine points of
p)rchase'
Rea*-space techni7)es inc*)de (ar code
scanners and credit card termina*s'
Cata*ina Marketing )ses the &4C scanner
for promotiona* p)rposes at grocery
REJ $4CE D# CJJEC#I3 F $#R%E
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REJ-$4CE D# CJJEC#I3 F $#R%EEM4JE
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Marketing Data(ases F Data !areho)ses
4rod)ct data(ases ho*d information a(o)t prod)ct
feat)res prices and in.entory *e.e*sL c)stomer
data(ases ho*d information a(o)t c)stomer
characteristics' Data wareho)ses are repositories for the entire
organi+ation?s historica* data not 2)st for marketing
data'
$oftware .endors are attempting to so*.e the we(site
maintenance pro(*em with content management
systems'
* i d i i ( i
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D a t a n a * y s i s a n d D i s t r i ( ) t i o n
"o)r important types of ana*ysis for
marketing decision making inc*)de:
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@- C)stomer 4roB*ing
"ustomer ro#lingis away to create a portraitof yo)r customerstohe*p yo) make designdecisions concerningyo)r ser.ice'
No)r customers are(roken down into gro)psof customerssharingsimi*ar goa*s and
characteristics and eachgro)p is gi.en arepresentati.e with aphoto a name and a
description'
R " M n a * y s i s
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- R " M n a * y s i s
$%Mis a method )sed for ana*y+ing c)stomer .a*)e' R"M stands for
$ecency - How recently did the customer purchase?
%re7)ency - How often do they purchase?
Monetary Va*)e - How much do they spend?
Most ()sinesses wi** keep data a(o)t c)stomer p)rchases' ** that is needed
is a ta(*e with the c)stomer name date of p)rchase and p)rchase .a*)e'ne methodo*ogy is to assign a sca*e of < to
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- Report %enerating
Report generating
softwares are )sed to
ana*y+e
.ario)s data(ase
so)rces /e'g' e,ce*
ccess '''0 and
generate h)man-
now e ge anagemen
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now e ge anagemenMetrics#wo metrics are c)rrent*y in widespread
)se:
RI: tota* cost sa.ings di.ided (y tota* cost of
the insta**ation'
#ota* Cost of wnership /#C0: inc*)des cost of
hardware software *a(or and cost sa.ings'