Chapter 6 e-marketing research

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Chapter 6 e-marketing research

  1. 1. E-MARKETING, 6TH EDITION JUDY STRAUSS AND RAYMOND FROST Chapter 6 – E-Marketing Research
  2. 2. The Purina Story Nestle Purina PetCare Company wanted to know whether their web sites and online advertising increased off-line behavior. Nestle developed 3 research questions:  Are our buyers using our branded Web sites?  Should we invest in other Web sites?  If so, where should we place the advertising? They combined online and off-line shopping panel data and found that:  Banner clickthrough was low (0.06%).  31% of subjects who were exposed to both online and off-line advertising mentioned Purina.  The high exposure group mentioned Purina more than the low exposure group. 2
  3. 3. Data Drives Strategy Organizations are drowning in data. Survey results, internal records, private reports, government reports. Click stream data, web analytics, etc. Marketing insight occurs somewhere between information and knowledge. Purina, for example, sorts through hundreds of millions of pieces of data about 21.5 million consumers to make decisions.
  4. 4. From Data to Decision: Purina
  5. 5. Marketing Knowledge Management Knowledge management is the process of managing the creation, use and dissemination of knowledge. Examples of the uses of knowledge management can be found in Exhibit 6.4.
  6. 6. Uses of Knowledge Management Wal-Mart Kmart Sears Osco/Savon Drugs Casino Supermarkets W. H. Smith Books Otto Versand Mail Order Amazon.com Scanner Check-Out Data Analysis Sales Promotion Tracking Inventory Analysis and Deployment Price Reduction Modeling Negotiating Leverage with Suppliers Frequent-Buyer Program Management Profitability Analysis Product Selection for Markets Representative FirmUse in the Retail Industry AT&T Ameritech Belgacom British Telecom Telestra Australia Telecom Ireland Telecom Italia Scanner Check-Out Data Analysis Call Volume Analysis Equipment Sales Analysis Customer Profitability Analysis Cost and Inventory Analysis Purchasing Leverage with Suppliers Frequent-Buyer Program Management Representative FirmUse in the Telecom Industry
  7. 7. The Marketing Information System Marketers manage knowledge through a marketing information system (MIS). Many firms store data in databases and data warehouses. The Internet and other technologies have facilitated data collection. Secondary data provides information about competitors, consumers, the economic environment, etc. Marketers use the Net and other technologies to collect primary data about consumers.
  8. 8. Soures of data: Internal records Accounting, finance, production and marketing personnel collect and analyze data. Nonmarketing data, such as sales and advertising spending Sales force data Conversion rate, ads effectiveness, tracking customer behavior Customer characteristics and behavior Universal product codes Tracking of user movements through web pages
  9. 9. Secondary data Can be collected more quickly and less expensively than primary data. Secondary data may not meet e-marketer’s information needs. Data were gathered for a different purpose. Quality of secondary data may be unknown. Data may be old. Marketers continually gather business intelligence by scanning the environment.
  10. 10. Public and Private Data Sources •Publicly generated data • U.S. Patent Office • American Marketing Association • Social Media Database •Privately generated data • Well Known Expert’s Blog - Seth Godin’s Blog • Forrester Research • Nielsen/NetRatings • Pew Research Center •Online databases
  11. 11. Competitive Intelligence  Analyzing the industry in which a firm operates as a input to the firms' strategic positioning to understand competitors vulnerability  Sources  Competitors press release  New product launch  New alliances  Co-brands  Trade show activity  Social media conversations  Web site logs  Third-party industry specific sites
  12. 12. Information Quality  Advise to be objective, especially before using information on web pages  Control for cultural differences  Don’t get distracted by website design  Discover the website’s author identity  Try to determine whether the site author is an authority is an authority on the web site topic  Check to see when site was last updated  Determine how comprehensive the site is  Try to establish triangulation  Check to site content for accuracy
  13. 13. NO SITE IS COMPETE AND ACCURATE!!!
  14. 14. Primary Data Two electronic sources of primary data collection: Internet Real space Primary data collection on the Net: Experiments Focus groups In-depth interviews Survey research Real-space data collection refers to technology- enabled gathering of information offline.
  15. 15. Primary Research Steps Research Problem Research Plan Research Approach Sample Design Contact Method Instrument Design Data Collection Data Analysis Distribution of Findings
  16. 16. Online Research Advantages & Disadvantages Advantages Can be fast and inexpensive. Surveys may reduce data entry errors. Respondents may answer more honestly and openly. Disadvantages Sample representativeness. Measurement validity. Respondent authenticity. Researchers are using online panels to combat sampling and response problems.
  17. 17. Other Technology-Enabled Approaches •Client-side Data Collection • Cookies • Use PC meter with panel of users to track the user clickstream. •Server-side Data Collection • Data log software • Real-time profiling tracks users’ movements through a web site.
  18. 18. Real-Space Data Collection, Storage, and Analysis •Offline data collection may be combined with online data. •Transaction processing databases move data from other databases to a data warehouse. •Data collected can be analyzed to help make marketing decisions. • Data Mining • Customer Profiling • Recency, Frequency, Monetary (RFM) Analysis • Report Generating

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