Introduction to Marketing Analytics Importance of Marketing Analytics/ Secondary data / primary data/ The new realities of marketing decision making / Applications & Approaches

1. MARKETING ANALYTICS - KMBMK05
By
Dr. Rudresh Pandey
Professor
Department of business administration
ABES Engineering College Ghaziabad.
DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW
Unit -1: Introduction to marketing Analytics
Importance of Marketing Analytics/ Secondary data / primary data/
The new realities of marketing decision making / Applications &
Approaches

2. The Importance of Marketing Analytics
• Product Design: Keywords can reveal exactly what
features or solutions your customers are looking for.
• Customer Surveys: By examining keyword frequency
data you can infer the relative priorities of competing
interests.
• Industry Trends: By monitoring the relative change in
keyword frequencies you can identify and predict
trends in customer behavior.
• Customer Support: Understand where customers are
struggling the most and how support resources should
be deployed.
Dr. Rudresh Pandey, Department of
business administration, ABES Engineering
College Ghaziabad.

3. Secondary data / primary data
• Secondary data is public information that has been
collected by others. It is typically free or inexpensive to
obtain and can act as a strong foundation to any
research project — provided you know where to find it
and how to judge its worth and relevance.
• Primary data, new information collected specifically for
your purposes, directly from people in the know.
Methods of primary data collection vary based upon
the goals of the research, as well as the type and depth
of information being sought.
Dr. Rudresh Pandey, Department of
business administration, ABES Engineering
College Ghaziabad.

4. Sources of secondary data include (but
are not limited to)
• Government statistics
• Industry associations
• Trade publications,
• Company websites
• Published market research reports
Dr. Rudresh Pandey, Department of
business administration, ABES Engineering
College Ghaziabad.

5. The new realities of marketing
decision making
Key forces driving new marketing realities
• Customer Behaviour Prediction
• Marketing Budgets
• Technology and challenge of Competition
• Marketing channels
• Information Technology
• Globalisation
• Deregulation
• Convergence
• Delivery
• Loyalty
Dr. Rudresh Pandey, Department of
business administration, ABES Engineering
College Ghaziabad.

6. Applications & Approaches (Top-down
and Bottom-up)
• A top down analysis is calculated by
determining the total market, then estimating
your share of that market. A typical top down
analysis might go something like this: "Hmm...
I will sell a widget everyone can use, and since
there are 300,000 people in my area, even if I
only manage to land 5 percent of that market
I'll make 15,000 sales."
Dr. Rudresh Pandey, Department of
business administration, ABES Engineering
College Ghaziabad.

7. Applications & Approaches (Top-down
and Bottom-up)
• A bottom up analysis is calculated by
estimating potential sales in order to
determine a total sales figure. A bottom up
analysis evaluates where products can be sold,
the sales of comparable products, and the
slice of current sales you can carve out. While
it takes a lot more effort, the result is usually
much more accurate.
Dr. Rudresh Pandey, Department of
business administration, ABES Engineering
College Ghaziabad.

8. END
Dr. Rudresh Pandey, Department of
business administration, ABES Engineering
College Ghaziabad.