Chapter 4: E-marketing research

Purina E-marketing research methods

Consumer Data Analysis

Online and Offline Panel Data

Click-Through Rate (CTR) Analysis

Brand Recall Studies

Website Segmentation Analysis

Recommendations for Purina

Diversify Ad Formats given the low CTR

Focus on High-Interest Websites

Incorporate Behavioral Retargeting to show ads to consumers who have previously visited their websites but haven’t completed a purchase

Test Multi-Touch Attribution

Enhance Mobile Optimization

Data-Driven Strategy

A marketing approach that relies on data analysis to inform decision-making and strategy development.

Marketing insight

occurs somewhere between information and knowledge.

Electronic Marketing Information System (MIS)

A system used by marketers to assess information needs, gather data, analyze it, and disseminate it to decision-makers.

Many firms

store data in databases and data warehouses.

Data

is useless unless turned into knowledge to increase profits.

Internal Records

Accounting, finance, production, and marketing personnel collect and analyze data.

Includes:

Nonmarking Data

Sales Force Data

Customer Characteristics and Behavior

Nonmarking Data

enhances the understanding of marketing effectiveness.

gathered from various sources, including company websites.

Sales Force Data

essential for analyzing customer behavior and sales performance.

regular updates and reviews are necessary to maintain accurate data for decision-making.

Customer Characteristics and Behavior

arguably the most important internal marketing data

collected through various channels, such as telephone interactions and online services.

Secondary Data

Data that has been previously collected for another purpose and may not meet current research needs.

Secondary Data includes

Publicly generated data

Privately generated data

Commercial online databases

Primary Data

Information collected for the first time to address a specific research problem.

Primary Data collection methods (enhanced by Internet)

Experiments

Focus groups

Observation

Survey research

Survey research

Close-ended questions

Open-ended questions

Primary Research Steps

1. Research problem

2. Research plan

3. Data collection

4. Data analysis

5. Distribute results

Internet-based Research Approaches: 3 successful examples

Creative test

Customer satisfaction

Product development

Internet-based Research Approaches

Online experiments

Online focused group

Online observations

Online in-depth interviews

Online survey research

Online panels

Client-side data collection

Server-side data collection

Other Tech-Enabled Approaches: Client-side data collection

gathers information directly from a user's browser or device using scripts like JavaScript, tracking user interactions and behavior.

Server-side data collection

occurs on the server, logging data such as IP addresses and requests, offering more security and reliability but without direct user interaction insights.

Real-space data collection

tracks offline customer behavior, like foot traffic and product interactions, using sensors and cameras to improve shopping experience

Data Warehouse

A centralized place for storing and managing large volumes of data from various sources.

To manage their data warehouse, companies can

hire public relations firms or online reputation management firms to help.

set up automated monitoring systems using e-mail, RSS feeds, or special software.

4 important types of analysis for marketing decision-making

Data mining

Customer profiling

RFM (recency, frequency, monetary value) analysis

Report generating

Data Mining

The process of analyzing data to discover patterns and insights that can inform marketing decisions.

Customer Profiling

The practice of creating detailed descriptions of customers based on their behaviors and characteristics.

RFM Analysis

A marketing analysis method that evaluates customers based on Recency, Frequency, and Monetary value of their purchases.

Knowledge management metrics

ROI (return on investment)

TCO (total cost of ownership)

ROI (return on investment)

gained from additional revenues or reduced storage costs

calculated by total cost savings divided by the total cost of the investment

TCO (total cost of ownership)

helps assess overall expenses, including hardware, software, and additional savings from improved efficiency