marketing analytics tools & techniques
DESCRIPTION
Marketing Engineering - marriage of marketing science and statistical analysis. Various statistical applications for marketing discipline: • FACTOR ANALYSIS • CLUSTER ANALYSIS • DISCRIMINANT ANALYSIS • PERCEPTUAL MAPPING • VALUE-BASED PRICING STRATEGY • CONJOINT ANALYSIS • SALES FORECAST USING BASS DIFFUSION MODEL • LOGIT PROBABILITY PURCHASE MODEL • ADBUDG ADVERTISING MODELTRANSCRIPT
Thoughts on USOB Marketing Intelligence Process & Tools.
DATA GATHERING
NEEDS-BASED SEGMENT IDENTIFICATION
SEGMENT DEFINITION(PROFILING)
STRATEGY FORMULATION
PRODUCT DEVELOPMENT
TARGETING (CONVEYING POSITIONING CONCEPT)
SEGMENTATION
I bring academic problem solving methodologies &
wealth of marketing experience.
• INTERNAL
DIALOGS
• CONSUMER
RESEARCH
• FACTOR
ANALYSIS
• CLUSTER
ANALYSIS
• DISCRIMINANT
ANALYSIS
• PERCEPTUAL
MAPPING
• POSITIONING
• ALIGNMENT
WITH
COROPORATE
STRATEGY
• VALUE-BASED
PRICING
STRATEGY
• CONJOINT
ANALYSIS
• TESTING
• SALES
FORECAST
USING BASS
DIFFUSION
MODEL
• LOGIT
PROBABILITY
PURCHASE
MODEL
• ADBUDG
ADVERTISING
MODEL
T
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S
P
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