Inside Information : Making Sense Of Marketing Data

Dvl Smith & Jh Fletcher

Physical

In Circulation

The marketing information available to us doubles every five years. Increasingly, not only will marketing organizations have more access to data, but a lot of this information will be its own internal data, rather than information being supplied by an external market research agency.

In the future the successful marketing executives will be those who can quickly assimilate the plethora of incoming information about their markets and their customers, and from this information see the "big picture" and then take intelligent action. In the new Millennium, those who survive and flourish in marketing will be those who can quickly identify the 'messages' that are often hidden deep in their market and customer information. People who can see 'shapes and patterns' in data will be the ones who will successfully change and improve their organizations. The successful will be those who can quickly reject extraneous information and identify the overarching trends and themes that can be detected from different combinations of marketing evidence. Those who fail will be those who are overwhelmed with the minutia of information and are unable to get on top of what this growing mountain of marketing information is really telling them.

This book provides the way forward for all marketers faced with the above challenges. It highlights the basic principles about information, acknowledging the fact that we are entering a new era that is well away from the old fashioned model of a market research agency supplying survey type data. Increasingly, this process will be replaced with a much more instantaneous process where data from different sources - internal and external - are quickly fired at the marketer, with he/she being expected to make immediate sense of it. Inside Information is one of the first to respond to this new information era for understanding information. The book is a user friendly, very accessible book for the marketing manager who needs to process mountains of marketing information, but who will not have the time, or inclination to read detailed texts.

What will you learn from this book

  1. Data Collection and Sources: Discussing various data collection methods, sources, and techniques used in marketing, including both traditional and digital sources.

  2. Data Analysis Techniques: Exploring analytical tools, methodologies, and statistical techniques used to interpret marketing data effectively, such as regression analysis, segmentation, and predictive modeling.

  3. Metrics and Key Performance Indicators (KPIs): Identifying and utilizing relevant metrics and KPIs to measure marketing effectiveness, ROI, and campaign success.

  4. Consumer Behavior Analysis: Understanding consumer behavior through data analysis, including purchasing patterns, preferences, and customer segmentation.

  5. Data Visualization: Techniques for presenting marketing data visually, using charts, graphs, dashboards, and other visual aids to communicate insights effectively.

  6. Marketing Analytics Tools: Exploring various software tools and platforms used in marketing analytics, such as Google Analytics, CRM systems, and marketing automation tools.

  7. Campaign Optimization: Leveraging data insights to optimize marketing campaigns, refine strategies, and allocate resources effectively.

  8. Big Data and Predictive Analytics: Addressing the challenges and opportunities associated with big data in marketing and utilizing predictive analytics to forecast trends and behavior.

  9. Ethical and Privacy Considerations: Discussing ethical considerations related to data collection, usage, and privacy in marketing analytics, especially in the context of consumer consent and data protection regulations.

  10. Case Studies and Practical Applications: Providing real-world examples, case studies, and practical applications of successful marketing data analysis initiatives.

Language English
ISBN-10 0-471-49543-3
ISBN-13 9780471495437
No of pages 260
Font Size Medium
Book Publisher John Wiley & Sons
Published Date 16 Jan 2001

About Author

Author : Dvl Smith & Jh Fletcher

2 Books

Related Books