Welcome to Marketing Intelligence Summer ‘11
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
“Marketing is a $450 billion industry, “M k i i $450 billi i d and we are making decisions with less data and discipline than we apply to $ $100,000 decisions in other aspects of , p our business.”
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
Course Background ¾
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Despite its importance, marketing is one of the least understood, least measurable functions at many companies. With l f With sales force costs, it accounts for 10 percent or more of t it t f 10 t f 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 understanding Nevertheless, 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 CEOs—lack deep experience in this field. i i thi fi ld
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
Marketing Intelligence (MI) is a key tool Marketing Intelligence (MI) is a key tool for better decision‐making, success, and even survival for firms today, and it lf f comes from the strategic use of a carefully analyzed collection of key information. o at o
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
Marketing Intelligence ¾
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Enterprise‐wide use of market intelligence is increasing, as firms see its power and benefit. Fi Firms that embrace market intelligence use it at all levels of th t b k t i t lli it t ll l l f 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.
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
Course Objective ¾
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The organizing theme of the course is "backward market research.” Thi i This is a process of starting at the end of the process, f t ti t th d f th 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 action among those courses of action. This ending point then drives any subsequent data collection.
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
Effective MI is a process ¾
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Identifying and collecting information, both internal and external to the firm A l i it i t Analyzing it, interpreting it using business and industry ti it i b i di d t experience and knowledge Using it to make more informed decisions This 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 marketing perspective taken will be that of a manager using marketing intelligence
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
You will learn the tools, techniques, sources, You will learn the tools techniques sources analytical processes and technology of MI, and will review best practices and cases of MI and will review best practices and cases of MI in action. This course is intended for marketing and business students business students.
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
About Your Instructor Getting to Know Me
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
My Background ¾
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Graduated from Central Michigan University in 1991 with a double major in Marketing and Computer Science C Completed my Masters of Science in Computer Systems l t d M t fS i i C t S t Engineering from the University of Michigan in 1995 Completed my Master in Business Administration in Marketing from the Kellogg School of Management at Northwestern University in 1997
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
My Professional Background ¾ ¾ ¾
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Worked for SAP America for 7 years Worked for Cisco Systems UK for 2 years H Have worked in marketing departments both domestically and k di k ti d t t b th d ti ll d internationally Started my own company in 2003 called the emagine group We are specialists in marketing, branding, research and consulting services We are also venture capitalists having funded start‐ups We are also venture capitalists having funded start ups domestically and internationally We have worked with clients around the globe in various capacities iti Started teaching at SZABIST last semester – IGRM & ERP
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
How You Can Reach Me ¾
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email – khalid@emagine‐group.com cell – 0333 229 1234 website bi – http://www.emaginecourses.com/mi/ Facebook – http://www.facebook.com/khalid.muhammad/
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
My Teaching Methodology What Are You Going to Learn
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
How I Teach ¾ ¾ ¾
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I am a non‐traditional instructor This is not a foundational course I d ’t b li I don’t believe in textbooks because one textbook doesn’t i t tb k b t tb k d ’t have all the information that I want to teach you I also don’t believe in YahooGroups for academics I teach the way my instructors taught me – interactive What does that mean?
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
How I Teach ¾
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Course website – Readings – Case Studies C St di – Lecture Slides – Assignments (if any) – Videos & Interviews – All class materials will be posted there Able to have constant interaction with me Able to have constant interaction with me – Post Comments – Post Questions – Share Your Thoughts Sh Y Th ht Must register on the course website or sacrifice access to information and possibly negatively affect your grade
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
http://www.emaginecourses.com/mi/
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
What I Expect ¾ ¾ ¾
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Get involved in class discussions Get involved in online discussions Cl if th thi Clarify the things you don’t understand so that you do well in d ’t d t d th t d ll i this class, on my examinations and the course project I will not update you when something is posted to the course website – it’s your responsibility to check the site and get (download) information
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
How the Course Will Be Taught ¾ ¾ ¾
Part I – The Essentials Part II – The Metrics P t III The Next Level Part III – Th N t L l
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
Lecture Topics Marketing in the Age of Information Democracy
The Marketing Divide
What is Marketing Intelligence? Wh t i M k ti I t lli ? ¾ What is Marketing Research? ¾ What is Competitive Intelligence? ¾ Why are they important to marketers y y p and marketing? ¾ Scope & Limitations ¾ Obstacles & Barriers to Acceptance ¾ Marketing Decision Support System Marketing Decision Support System Components ¾ Scope & Significance of Marketing Intelligence in Decision Making ¾ Quality & Quantity in Marketing Information ¾ Value of Marketing Information ¾ Types of Marketing Information Types of Marketing Information ¾
http://emagine‐group.com
80% of Companies Don't Make Data‐ 80% fC i D 't M k D t Driven Decisions ¾ Essential Marketing Metrics ¾ Marketing Leaders vs. Followers g ¾ Using Metrics in a Difficult Economy ¾ Defining the Marketing Intelligence Strategy ¾
Brand Focused, Socially Active, Digitally Enabled
Lecture Topics Audience Segmentation & Targeting
Obstacles to Marketing Intelligence Implementation
Understanding Product/Service U d t di P d t/S i Definition & Development ¾ Traditional Segmentation Demographics g p ¾ Intelligence Driven Segmentation ¾ Audience Segmentation ¾ Behavior Analysis ¾ Habit Mapping Habit Mapping ¾ Consumer Trait Development ¾ Customer Profile Generation
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http://emagine‐group.com
Collecting the Right Data C ll ti th Ri ht D t ¾ Creating Momentum Scoring ¾ Small Experimentation Samples ¾ Strategies to Obtaining Accurate g g Customer Data ¾ Building the Infrastructure for Marketing Intelligence ¾ Creating the Marketing Intelligence Creating the Marketing Intelligence Culture ¾ Developing a Roadmap for Implementing Marketing Intelligence
Brand Focused, Socially Active, Digitally Enabled
Lecture Topics Essential Non‐Financial Metrics for Marketers
Classic Marketing Metrics Linking Activities to Metrics Li ki A ti iti t M t i ¾ Balanced Scorecard for Marketing ¾ What is a Balanced Scorecard and How Does it Help an Organization? p g ¾ The B2B Measurement Challenge ¾
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Brand Awareness B dA Comparative Intelligence Loyalty Marketing Customer Satisfaction Campaign Effectiveness
Brand Focused, Socially Active, Digitally Enabled
Lecture Topics Essential Financial Metrics
All Customers Aren’t Equal
Profit P fit ¾ Net Present Value (NPV) ¾ Internal Rate of Return (IRR) ¾ Payback y ¾ Stress Testing the Metrics and the Data
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http://emagine‐group.com
Customer Lifetime Value C t Lif ti V l ¾ Customer Value Defined ¾ Value Based Marketing ¾ Short & Long‐Term Customer g Profitability ¾ Customer Lifecycle Management
Brand Focused, Socially Active, Digitally Enabled
Lecture Topics Online Marketing Metrics
Product Development
CPC vs. CPM CPC CPM ¾ Transactional Conversion Rate (TCR) ¾ Return on Ad Dollar Spent (ROA) ¾ Bounce Rates & Quality of Websites y ¾ Attribution Modeling ¾ Hyper Targeting Display Ads in Social Media ¾ Word of Mouth Metrics ‐ Word of Mouth Metrics Social Media Social Media Marketing Engagement
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http://emagine‐group.com
Propensity Modeling P it M d li ¾ Market Basket Analysis ¾ Marketing Decision Trees ¾ Event Driven Marketing g ¾ Case for Analytic Marketing
Brand Focused, Socially Active, Digitally Enabled
Lecture Topics Infrastructure for Marketing Intelligence
Budgets, Technology & Core Processes
What Data Do You Really Need? Wh t D t D Y R ll N d? ¾ Scaling Infrastructure Based on Organizational Needs ¾ Requirements Complexity Analysis q p y y ¾ Enterprise Data Warehousing & the Challenges ¾ What Will Go Wrong & How to Prepare For It For It
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http://emagine‐group.com
Campaign Management C i M t ¾ Marketing Processes, Technology & Organizational Performance ¾ B2B vs. B2C Marketing g ¾ 4 Barriers to Implementing Marketing Processes ¾ 3 Steps to Increase Campaign Management Effectiveness Management Effectiveness ¾ Lessons Learned by Experience & Translating Them into Processes ¾ Marketing Governance ¾ Creative X‐Factor & It’s Effect on Marketing Intelligence ¾ Getting It All to Work Together Efficiently
Brand Focused, Socially Active, Digitally Enabled
Grading Policy
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
How I Grade ¾ ¾ ¾
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I am tough, but fair, in my grading I expect you to learn the concepts and apply them intelligently I d ’t t h I don’t teach memorization – i ti it d it doesn’t work in professional ’t ki f i l life Don’t try to BS me – I know better
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled
Grading Components ¾ ¾ ¾
Midterm Examination ‐ 30% of your grade Course Project ‐ 30% of your grade Fi l E Final Examination – i ti 40% f 40% of your grade d
http://emagine‐group.com
Brand Focused, Socially Active, Digitally Enabled