What is Marketing Research?Research of the:  •   Creation  •   Communication  •   Delivery  •   Value  •   Target Market  ...
Marketing Research & Insight                       What’s the difference?                            Knowledge &Data & Inf...
Insight Development is Vital for Business 1.   Generated by taking your      target’s view of the world 2.   Resonates wit...
Customer ConnectionHow do companies connect with their customers today?    P.O.S.E.               C3Centricity © All right...
Creative communications on pack         C3Centricity © All rights reserved   6
Media Trends are vital to follow• Most companies still  spend half their  media budget on old  Media• Expect mobile to  tr...
Data is getting exponentially BIGGERFACT: 90% of the data in theworld today has been createdin the last 2yrs aloneFACT: Ev...
Companies must cope with the changing           nature of data                                                            ...
Companies must also adapt to the new  ways of extracting value from data       Data Mining                                ...
The New Marketing Role                                     Products &                                                     ...
SOURCE: www.presentationmagazine.com
New Marketing: From creativity to intelligent information integration
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New Marketing: From creativity to intelligent information integration

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Summary of a guest lecture given to MBA students at the Business School of Lausanne, Switzerland in May 2012.
It talks about the changes that marketing is currently undergoing and what CMOs and all marketers need to become aware of.
It covers market research & insight development, customer connection using packaging and social media, as well as BigData collection, integration and analysis.
It closes with a short summary of the major areas in which changes in marketing must be made and some suggestions on new perspectives.
Please contact me at denysedd@c3centricity.com if you would like to download a copy of this presentation or would like me to participate at your own event.
Contact C3Centricity at info@C3Centricity.com for more information on how we can support the optimisation of your own customer centricity.

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New Marketing: From creativity to intelligent information integration

  1. 1. What is Marketing Research?Research of the: • Creation • Communication • Delivery • Value • Target Market • Profitof Marketing C3Centricity © All rights reserved 2
  2. 2. Marketing Research & Insight What’s the difference? Knowledge &Data & Information Insight Understanding ActionSymbols that exist, Evaluating & Application of data but have no & information, contextualising of & significance Knowledge & Profit processed to be beyond existence Understanding useful Data & Information are the Building Blocks of Insight! C3Centricity © All rights reserved 3
  3. 3. Insight Development is Vital for Business 1. Generated by taking your target’s view of the world 2. Resonates with your target, so makes a difference in changing their behaviour 3. Can cut across time and geography: Human Needs C3Centricity © All rights reserved 4
  4. 4. Customer ConnectionHow do companies connect with their customers today? P.O.S.E. C3Centricity © All rights reserved 5
  5. 5. Creative communications on pack C3Centricity © All rights reserved 6
  6. 6. Media Trends are vital to follow• Most companies still spend half their media budget on old Media• Expect mobile to trend upwards FAST• Consumers are no longer waiting for news – of any kind – they are making it! C3Centricity © All rights reserved 7
  7. 7. Data is getting exponentially BIGGERFACT: 90% of the data in theworld today has been createdin the last 2yrs aloneFACT: Every day, we create 2.5quintillion bytes of data SOURCES: IBM, CEBR / SASFACT: Could add £216bn toUK economy and 58,000 new “Big data is data that exceeds thejobs by 2017 processing capacity of conventional database systems” Edd Dumbill C3Centricity © All rights reserved 8
  8. 8. Companies must cope with the changing nature of data UNSTRUCTURED, Structured, internal & centralized data EXTERNAL & DISTRIBUTED DATA Data is a pain DATA IS AN ASSET Description of what PREDICTION OF WHAT happened WILL HAPPEN Samples ALL Asynchronous REAL-TIME SOURCE: OPERA SOLUTIONS 2011 C3Centricity © All rights reserved 9
  9. 9. Companies must also adapt to the new ways of extracting value from data Data Mining SIGNAL IDENTIFICATION Low-Level Analytics ADVANCED ANALYTICS Static Models LEARNING MODELS Man OR Machine MAN + MACHINE One-Way Data TWO-WAY Presentation INTERACTIVITY SOURCE: OPERA SOLUTIONS 2011 C3Centricity © All rights reserved 10
  10. 10. The New Marketing Role Products & PEOPLE BrandsResearch of the:• Creation Data and UNDERSTANDING• Communication Information & INSIGHT• Delivery Single Source MULTI-SOURCE• Value• Target Market PULL• Profit Push Marketing MARKETINGof Marketing CREATIVE, TECHNICAL, Creativity CULTURALLY alone SENSITIVE, REAL-TIME C3Centricity © All rights reserved 11
  11. 11. SOURCE: www.presentationmagazine.com

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