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Use insight to create more value for their customer

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Collect information from a wide variety of sources

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Ex :
When you use apple’s app store. You will have a apple id then your customer information will be kepped by apple

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Ex: The Coffee House currently has and uses an app of its own for marketing and sales, and it also allows The Coffee House to obtain a large amount of customer data to serve these activities. And now they are the only pioneers in the Vietnamese market to do this at the moment.

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Ex: Typical rivals of The Coffee House in Vietnam market with segments such as Highland, Starbucks, Phuc Long

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Ex: The Coffee House's target customers are coffee lovers, students, office workers,... Mostly between the ages of 16-40 years old, with the mid-range price segment.

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Analyze and Use The Marketing Information

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Analyze and Use The Marketing Information

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MIS

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Other big data sources

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customer transactions and engagements

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Web, mobile and social media tracking

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Right data trumps big data

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Ex: Sephora uses predictive analysis for the same. Such data-driven marketing efforts have driven great success for the brand. In fact, it’s led to customers pledging their loyalty to it.

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Service and support calls

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Sales force contacts

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Credit and payment interactions

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Marketing research studies

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Satisfaction surveys

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Web and Social media sites

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Customer purchases

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Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.

Ex: When purchasing an item from Amazon, you will need to set up a personal account. Then, Amazon can track your purchases and browsing history to tailor marketing campaigns and email campaigns based on things you will probably like

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Managing Marketing Information to Gain Customer Insights

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Managing Marketing Information to Gain Customer Insights

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Analyzing the data

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Processing the data

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Data Collection

Ex: Starbucks has used market research by obtaining consumer feedback through its My Starbucks Idea platform.

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Type of data required

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Estimated research costs

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How results will help decision making

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Information to be obtained

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Problems and research objectives

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Ex: Levi Strauss reported that 90% of college students preferred Levis 501 jeans. However, on the list of options Levi’s were the only jeans

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Marketing Research in Small Businesses and Nonprofit Organizations

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Marketing Research in Small Businesses and Nonprofit Organizations

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Ex: McDonald's introduces a new sandwich at one price in one city, and at another price in another city

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Special issues some marketing researchers face

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Special issues some marketing researchers face

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Interpret and report findings

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Develop and implement a research plan

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Set objective

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Define problem

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Analyzing and Using Marketing Information

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Analyzing and Using Marketing Information