1) Advertising impact was traditionally measured by individual medium, but analytics now show how different media interact across platforms.
2) Analytics 2.0 quantifies direct and indirect effects of marketing across channels to better understand influence on customers and optimize spending.
3) The process involves attribution to measure each element's contribution, optimization to test scenarios and allocation to apply results when distributing budgets.
I have prepared that slides depend upon basics of marketing strategy and saw the 4p's of marketing mix of AMUL, BCG matrix and distribution strategy with its supply chain.I have also shown the competitive analysis and what is the competitor of AMUL brand.
Frito Lay India's promoted potato chip brand Lay's is the biggest in India. It launched Lay's India Flavour World Cup coinciding with ICC Cricket World Cup.
Shack managed Lay's India facebook fanpage along with Online Reputation Managment.
http://www.facebook.com/laysindia
I have prepared that slides depend upon basics of marketing strategy and saw the 4p's of marketing mix of AMUL, BCG matrix and distribution strategy with its supply chain.I have also shown the competitive analysis and what is the competitor of AMUL brand.
Frito Lay India's promoted potato chip brand Lay's is the biggest in India. It launched Lay's India Flavour World Cup coinciding with ICC Cricket World Cup.
Shack managed Lay's India facebook fanpage along with Online Reputation Managment.
http://www.facebook.com/laysindia
How India’s First Intelligent Electric Scooter is Riding into the future: One Market Share at a Time: A case study of Ather Energy’s Marketing Strategy
The Indian transportation industry is a peculiar one largely because of its population. As at 2011, the country’s transportation industry catered to the needs of about 1.1 billion people, contributing 5.5% to the nation's GDP.
That figure became 6.3% in 2020 and has been on the rise as the population surged.
Of all the means of transportation available in India, the road sector holds the lion's share with more than 50% of freight and 90% of passenger traffic handled by road.
Unfortunately, the road network has brought tremendous set back to the transportation industry because most of them are narrow, congested, having poor surface quality.
To crown it all, 33 percent of India’s villages do not have access to all-weather roads.
Where many saw challenges, this StartUp, Ather Energy, saw an opportunity and they set out to provide a solution.
About Swiggy-Swiggy is a food ordering and delivery company based out of Bangalore, India. Swiggy was inspired by the thought of providing a complete food ordering and delivery solution from the best neighbourhood restaurants to the urban foodie. A single window for ordering from a wide range of restaurants, we have our own exclusive fleet of delivery personnel to pickup orders from restaurants and deliver it to customers .
About IIDE-The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources.
The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.
Super shampoo products and the indian mass market case studyMustahid Ali
Super shampoo products and the indian mass market case study, their evolution, marketing strategy adopted by them, their up and downs , how they became successful, their swot analysis and how they overcome to worst situation.
Subaru mr survey monitors customer satisfaction survey video case 12.1 by jah...Md. Jahirul Islam Robin
Subaru "Mr, Survey" Monitors Customer Satisfaction survey video case 12.1 by Jahirul islam Robin
The case has been solved by me and has been uploaded for the betterment of your study. Thanks
Flipkart is an electronic commerce company headquartered in Bengaluru, India. It was founded in October 2007 by Sachin Bansal and Binny Bansal.
The Presentation is about how Flipkart emerged their business in Global Context. The presentation tell you the complete details about the company's history, sales, marketing, finance and other operations.
Key learnings:
-New trends and data points around customer behaviour from 2020
-Channels that will continue to deliver on ROI for marketers across the digital world
-Leveraging marketing automation and fraud protection solutions for your user acquisition
-Anticipated changes in customer behaviour and planning better for 2021
How India’s First Intelligent Electric Scooter is Riding into the future: One Market Share at a Time: A case study of Ather Energy’s Marketing Strategy
The Indian transportation industry is a peculiar one largely because of its population. As at 2011, the country’s transportation industry catered to the needs of about 1.1 billion people, contributing 5.5% to the nation's GDP.
That figure became 6.3% in 2020 and has been on the rise as the population surged.
Of all the means of transportation available in India, the road sector holds the lion's share with more than 50% of freight and 90% of passenger traffic handled by road.
Unfortunately, the road network has brought tremendous set back to the transportation industry because most of them are narrow, congested, having poor surface quality.
To crown it all, 33 percent of India’s villages do not have access to all-weather roads.
Where many saw challenges, this StartUp, Ather Energy, saw an opportunity and they set out to provide a solution.
About Swiggy-Swiggy is a food ordering and delivery company based out of Bangalore, India. Swiggy was inspired by the thought of providing a complete food ordering and delivery solution from the best neighbourhood restaurants to the urban foodie. A single window for ordering from a wide range of restaurants, we have our own exclusive fleet of delivery personnel to pickup orders from restaurants and deliver it to customers .
About IIDE-The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources.
The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.
Super shampoo products and the indian mass market case studyMustahid Ali
Super shampoo products and the indian mass market case study, their evolution, marketing strategy adopted by them, their up and downs , how they became successful, their swot analysis and how they overcome to worst situation.
Subaru mr survey monitors customer satisfaction survey video case 12.1 by jah...Md. Jahirul Islam Robin
Subaru "Mr, Survey" Monitors Customer Satisfaction survey video case 12.1 by Jahirul islam Robin
The case has been solved by me and has been uploaded for the betterment of your study. Thanks
Flipkart is an electronic commerce company headquartered in Bengaluru, India. It was founded in October 2007 by Sachin Bansal and Binny Bansal.
The Presentation is about how Flipkart emerged their business in Global Context. The presentation tell you the complete details about the company's history, sales, marketing, finance and other operations.
Key learnings:
-New trends and data points around customer behaviour from 2020
-Channels that will continue to deliver on ROI for marketers across the digital world
-Leveraging marketing automation and fraud protection solutions for your user acquisition
-Anticipated changes in customer behaviour and planning better for 2021
http://www.spiral16.com Social media ROI is tough to calculate because its a financial metric, and social media's value is not inherently financial. But the challenge isn't new -- finding ROI is difficult in other programs and campaigns as well. This presentation gives you 6 steps you can follow to measure an effective social media program.
Kidmedics Project includes:
i)Identify different marketing channels that you would use to help the brand achieve its objectives of increased website traffic, downloads and active users. Mention at least six such channels. These can be paid, owned or earned media channels.
ii)To increase the number of app downloads, choose four different paid channels for your brand. For each of the four channels:
a)Identify at least one ad format
b)Come up with one campaign idea.
iii)Allocate your budget (in %) among activities such as creating awareness, retargeting campaigns and engagement activities of the brand. Also, mention the reasons for your answer.
iv)Select at least two KPIs per stage of the consumer funnel given below to measure the performance of your content marketing and paid advertising strategies:
a) Awareness stage
b) Consideration stage
c)Purchase stage
d) Delight stage
v)You saw that the uninstallation rate is at an alarming 70%. Create an engagement strategy for the app to reduce the uninstallation rate. Think of at least three ideas.
Information for small business owners and brands looking for digital marketing trends in 2016. This presentation includes information about USA and Thailand statistics.
9 Influencer Marketing Metrics to Impress Your C-SuiteCarusele
Learn more about carusele at www.carusele.com
Measuring the results of influencer marketing programs is certainly difficult, but it’s not impossible. Let Carusele take you through this immersive on-demand experience into 9 metrics to choose from to impress your C Suite.
Advertising in entertainment ads is a terrific approach to reach a sizable audience of potential buyers who are currently actively consuming entertainment material. Your advertising campaigns may reach your target demographic and increase conversion rates by utilising 7SearchPPC.
Why Do Content Marketing and Native Advertising - GetCRAFT Content Marketing ...GetCraft
10 reasons why marketers need to do content marketing and native advertising as part of their marketing and communication strategy.
This presentation is part of GetCRAFT Jakarta Content Marketing Meetup series.
A Comprehensive Guide to Snapchat: From AR to CommerceTinuiti
The way users engage in Snapchat is completely different from other social platforms. With its utility as a visually-driven messaging tool and the ability to use AR to create distinct brand experiences at various levels of the marketing funnel, marketers have a unique ability to connect with users on the platform.
In this webinar, our social experts team up with Snapchat to discuss how your brand can leverage Snapchat in a full-funnel, comprehensive social marketing strategy, including how to utilize AR and commerce capabilities. We’ll also share case studies of how brands are succeeding on the platform.
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Show drafts
volume_up
Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
2. For a long time , advertising impact
were measured one medium at a
time .
3. But in actual , they interact with each other
TV ad can prompt a Google search on mobile phone ,
that can lead to a click through on a display ad and
ultimately end in sales.
4. Knowing how different medias interact ,
companies can have a more effective budget
for advertising
Companies can get a rise in sales
without spending more .
5. Objectives of the articleObjectives of the article
• Understanding the importance of Analytics 2.0 in
advertisement and marketing .
• Steps in analytics 2.0 and how to implement them .
• Analyse the real life examples to explain the
situation
• Understanding some of the principles of marketing .
6. Early methods of analysing the advertisement impact
1.Media Mix Modelling
2.Swim lane measurement
7. Marketers link scanner data with
advertising and decide how to
allocate marketing resources.
MEDIA MIX MODELLING
8. DIGITAL MARKETING
Digital Marketing provided with the
ability to monitor every mouse click
,measuring cause and effect
relationship between advertising
became easier .
9.
10. Marketers measure the performance
of each type of marketing activities as
if they work independently of each
other .
SWIM LANE MEASUREMENT
11. Swim lane measurement
underestimated social media
and overestimated PR and Paid
search .
There have been situations in
which revenue calculated by
marketers is more than actual
revenue.
12. we produce the equivalent of the
amount of data that the Library of
Congress has in its entire print
collection. Most of it is irrelevant
noise. So unless you have good
techniques for filtering and
processing the information
going to get into trouble
-Nate Silver , statistician and writer
13. 2.0
or
It quantifies cross media and cross channel effects of marketing , as well as direct and
indirect effect of business drivers
14.
15. Analytics has helped
companies get the answers
to two very important
questions :
1.How did the combination
of ad exposures interact to
influence the customer to
purchase ?
2.Are they investing the right
amount at the right point
in the customer decision
journey to purchase a
product ?
17. 1 Attribution
Process of quantifying the contribution of each
element of advertising or simply collection of
appropriate data .
18. process. Data should be collected across five categories :
1. Market conditions 2. Competitive activities 3. Marketing actions
4. Consumer response 5. Business outcomes
20. ASSIST RATES
• The indirect impact of one marketing activity on
other , is called assist rate .
• An analysis could pick up a
click-throughs on an online banner ad after a new TV
spot goes live and link that effect to changes in
purchase patterns . This would provide a truer
picture of ROI on TV ads and search ads.
21. 2 -
Use of predictive analytics tools to run scenarios
for business planning . It helps to make better
decisions about distribution of revenue towards
different projects and hence increasing the sales .
22. ELASTICITY
• Ratio of percentage change in one variable to
percentage change in other variable .
• Knowing elasticity would help to predict the
how the specific changes made to different
activities would influence particular outcome.
23. In a war-gaming process , team
members define marketing goals
such as revenue target , share goal or
margin goal and software generates
a set market scenarios and
recommendation to achieve them.
24. 3 Allocation
Pulling the results of attribution and
optimization into market , measuring
outcomes , validating models and making
course corrections .
Now a days , marketers imply
optimization and allocation
simultaneously i.e releasing
various ads and analysing which
had worked better .
25. 5 steps for
implementation
1. Embrace analytics as an
organization
2. Appoint an analytical minded
person to tasks.
3. Conduct an inventory of data
through organization
4. Build limited scope models
that aim to achieve early wins
5. Aggressive testing and
feeding of results.
27. Flipkart , one of the biggest e-
commerce firm of India advertises
through various ads on TV , emails and
banner ads .
A TV ad of a special sale on the site
excites the viewer and an email on his
mobile saying that the sale has started
would make the person visit the site
and hence lead to purchase . A banner
ad about the sale and the special offer
on site would take the person to the
site along with the excitement created
by the TV ad .
Thus , all the mediums interacted with
each other to create a sale on the site.
28.
29. Analytics has shown that people in different countries have different priorities
while buying a product say in case of purchasing a car .
In India people are more concerned about the mileage or the fuel efficiency of the
car more than anything else along with being cheap . Different companies advertise
through showcasing the fuel efficiency of the car .
Recent patterns have shown that many people buy car as a status symbol which
many of the companies are using in their advertisements.
31. This IPL season, SportsMechanics is working with Mumbai Indians, Chennai
Super Kings and Royal Challengers Bangalore to help increase engagement with
fans by serving up analytics and infographics. Mr. Ramakrishnan says ,
The banter in social media starts one hour before a game commences and
tapers down well after it is over. A data insert for Chennai Super Kings received
30,000 hits on Facebook in just one hour
32. Analytics show audience likes a team which connect with them . And hence none of
the team forgets this .
Every team has Facebook page for the fans , Youtube channels which have videos
from their favourite players during practice or from the IPL parties or just a special
message from the team member urging them to support their team . Every Team
also has special hashtags which keeps a count for the buzz of their team and thus
help them to change their strategy if the buzz is low .
33. IPL is the most-watched Twenty20 league in the world
and the first sporting event to be broadcast live on
YouTube.
The brand value of the 2014 Indian Premier League was estimated to be around US $7.2 billion. This
1.Total mentions of IPL 8 season on social media till date is 1,86,569. 88.55% on Twitter.
2. Gender distribution 85% Male & 15% Female
3. Sentiment: Neutral 89.35%, Positive 9.85%, Negative 0.80%
4. Buzz of #IPL8 in last 9 Days on Twitter 69K
5. Buzz of #PEPSIIPL in last 30 Days on Twitter 109K
6. The official page of IPL on Facebook has increased its fan base by 400K this season
7. KKR is the favourite team on Facebook with 11 Million Fans
8. IPL official profile has 2.5 million followers on Twitter!
9. CSK is the favourite team with 1.4 million followers on Twitter
10. 1 Lakh views of IPL 8 opening ceremony promotion video on YouTube!
11. 52,778 followers on Instagram
12. 1 million followers on Google +
34. Every company wants to gets associated with IPL , one way or the other . Becoming
the title sponsor , associate sponsor , particular match sponsor , getting a place on
players jersey or an ad on the big screen , every company is fighting for it because
it is the biggest sporting event in the country and one of the best way to advertise
and it is the data and which proves the fact .
Yes Bank and
zoo ad were the gained a lot by advertising
in IPL
35. Becoming the title sponsor of IPL , Pepsi gained a
special liking in the hearts of IPL lovers .They were way
ahead of the competitor brands like Coca- Cola and
Thumps up among IPL fans and gained a lot of
promotion on social media with #pepsiipl tags.
A new ad in very
short span kept the people engaged , a thing wnich
zoo
advertisement.
36. CONCLUSION
1. Analytics can be used to find out how new TV ads affects consumers online
search and then change the keyword search bidding strategy to buy up
relevant adwords as the ad is running .
2. With the coming up of analytics 2.0 every company is is spending an
appropriate amount money on online as well as offline advertisement .Now
Facebook page , Twitter handle and Youtube channel and all this is the result
of Analytics 2.0
3. The three activities of attribution , optimization and allocation are the basis of
Analytics 2.0 and can never be left behind.
4. Setting up of a special Analytics organization in the company can do wonders
to the revenue of the company .
37. "These slides were created by
Shubham Verma( IIT Guwahati ) as
part of an internship done under
the guidance of Prof. Sameer
Mathur
(www.IIMInternship.com)"