The document discusses marketing fundamentals including the marketing funnel, customer experience, product, and integrated marketing communications. It describes tracking customer perspectives through segmentation, how the product and marketing communications influence customer experience, and how marketing analytics can measure the effectiveness of how integrated marketing controls customer experience.

1. 5. Marketing Analytics
1. The Funnel
FUNDAMENTALS
2. Customer Experience
3. Product
4. Integrated Marketing Communications
Structuring
Marketing
Teams

2. Neighbours of Potential Customers incl. former customers / ourselves
Potential Customers
New Customers
Repeating Customers
MARKETING FUNDAMENTALS
“The Funnel”

3. CX
a fundamental concept, underlying everything businesses do at work
“The Funnel”
MARKETING FUNDAMENTALS
Tracking Many Different Perspectives on Each Object
For Commercial Profit / Competitive Advantage
Customer
Experience

4. CX
SEGMENTATION ( example : 6-7 dimensions )
● ASL
○ Age
○ Sexual Orientation, Gender Identity
and Expression (SOGIE)
○ Location
● Socio-economic, Political, Cultural
orientation
○ Earnings / Lifestyle
- present
- aspirational
○ Race / Fashion / Party / Tribe
Tracking Many Different Perspectives on Each Object
For Commercial Profit / Competitive Advantage
MARKETING FUNDAMENTALS

5. THE PRODUCT
Food & Beverage Personal
Interaction
Buildings &
Landscapes
Fittings &
Furniture
80% of revenue
ex-lockdown
99% of revenue
during
lockdowns
Product … CONTROLS CX
What People
Pay Us for
Includes things which are “free-of-charge”
and packaged together with “charged” items.
CX
MARKETING FUNDAMENTALS
Product

6. Neighbours of Potential Customers incl. former customers
When the
Product is
Absent
(Who) said (What) about (Which Product)?
THE PRODUCT
Potential Customers
New Customers
Repeating Customers
Marketing Communications … CONTROLS CX
MARKETING FUNDAMENTALS
CX
Comms.

7. Social Media sometimes
Social Media sometimes
IMC
INTEGRATED Marketing Communications … CONTROLS CX BETTER
MARKETING FUNDAMENTALS
Signage What we say online / offline
Labels / Packaging What we say online / offline
Text / Audio / Video What we say online / offline
Ads What we say online / offline
Content Marketing What we / others say online / offline, indirectly
SEO What search engines say online
Homepage What we say online
E-Store / E-Ordering What we say online
Penalties / Awards What the authorities say online / offline
Direct Marketing What we say online / offline, directly
Reviews What customers say online
Influencers What key opinion leaders say online / offline
May be
Paid or
Unpaid
Social Media sometimes
Social Media sometimes
Social Media sometimes
Social Media sometimes
Social Media sometimes
Social Media sometimes
Social Media sometimes
Social Media sometimes
CX
Social Media sometimes
Social Media sometimes
Public Relations What others say when we’re not there Social Media sometimes

8. measure all
MARKETING ANALYTICS … measures the effectiveness, of how IMC controls CX
MARKETING FUNDAMENTALS
CX