presentation on e-marketing research process , data driven strategy , SDS model , Knowledge Management, social media monitaring, electronic marketing information system , facts and figures about social media

1. E-MARKETING RESEARCH
Presented by
varsha Bestar (2vt15mba49)
Vishal Patil (2vt15mba55)
Pradeep Sanadi (2vx15mba56)
Abhishek Hiremath (2vx15mba36)

3. The main objective of this chapter is to help you develop an understanding
of why and how e-marketers conduct online marketing research and how
they turn data into marketing knowledge that provides insight into marketing
activities.
Here we learn about the three categories of internet data sources:
1. the ethics of online research
2. Look at key database analysis techniques
3. Explore the use of knowledge management metrics.

4. Meaning of E-Marketing Research
E- marketing research is the process by which companies use the
Internet to gather data to evaluate how well a product or service is
selling to consumers.
online market research can help a company learn more about its
target consumers.
For example,
If consumers purchase a certain type of product and then return to
purchase accessories, that is a specific type of consumer
behavior that can be measured. The information gathered from
doing an online market research study is helpful to track this type of
behavior.

5. DATA DRIVEN STRATEGY

6. INTRODUCTION
• The information from markets has assumed greater importance as a
strategic corporate asset and an organization cannot afford to be
slow in collecting and processing this Information.
• Information overload is a reality for most consumers and marketers
a like.
• The problem is compounded by automated data gathering at
websites, brick and mortar points of purchase and all other
customer touch points.

7. SDS - Model
• The Data are collected from a myriad of sources.
• Filtered into data base, and turned into marketing knowledge that is
then used to create marketing strategy.
• From Sources to Databases to Strategy (SDS Model)

8. S
D
S
Internal data secondary data primary data
Marketing Knowledge
Tier 1
S
T
D
P
Tier 2
Marketing mix
CRM
Product data
base
Consumer base Other data
Performance
metrics
Information- CB, CI

9. • CB- Consumer behavior
• CI- Competitive Intelligence
• S- Segmentation
• T- Targeting
• D- Differentiation
• P- Positioning

10. MARKETING KNOWLEGDE
MANAGEMENT ( MKM)

11. The process of identifying, collecting, preserving and transforming
information into knowledge that is readily accessible in order to foster
innovation and improve the performance of the organization is know as
knowledge management.
Knowledge management is the process of managing the creation, use, and
dissemination of knowledge. Thus, data, information, and knowledge can be
shared with internal marketing decision makers, partners, distribution
channel members, and sometimes customers. When other stakeholders can
access selected knowledge, the firm becomes a learning organization and is
better able to reach the desired ROI and other performance goals.
KNOWLEDGE MANAGEMENT

13. • It aims to make operations simpler and reduce costs by getting rid of
lengthy procedures or unnecessary ones. It enhances customer service by
reducing required time to provide the services.
• Marketing knowledge is the digitized “group min” or collective memory”
of the marketing personnel and sometimes of consultants, partners and
former employees as well.
• A complete marketing knowledge data base includes all the data about
customers, prospects and competitors, the analyses and outputs based on
the data, and access to marketing experts, all available 24/7 through a
number of digital receiving appliances.

14. The Electronic Marketing Information System
A marketing information system (MIS) is the process by which marketers
manage knowledge.
The MIS is a system of assessing information needs, gathering information,
analyzing it, and disseminating it to marketing decision makers.
The process begins when marketing managers have a problem that requires
data to solve.
The next step is to gather the data from internal sources and from secondary
sources, or by conducting primary marketing research.
The process is complete when these managers receive the needed information
in a timely manner and usable form.

15. Source 1: Internal Records Internal records, such as sales data comprise one
important source of marketing knowledge. Accounting, finance, and
production personnel collect and analyze data that provide valuable
information for marketing planning.
For example, logistics personnel use the internet to track product shipment
through distribution channels— information that can help marketers improve
the order-to-delivery and payment cycles Sales Data
Sales data come from accounting systems and the company Web site log,
retrieved via the Web analytics
Sales information systems, often using sales force automation software
(such as Salesforce.com), allow representatives to input results of sales calls
to both prospective and current customers into the MIS. Many sales reps use
their laptop or tablet computers to access the product and customer databases
both for input and review of customer records while on the road.

16. Exhibit 6.4 E-Marketers Learn from Customers

17. Source 2:
Secondary Data:
When faced with a need for specific information not available in
company or partner databases, the e-marketer first looks for secondary
data, which can be collected more quickly and less expensively than
primary data—especially on the internet, where up-to-date
information from more than 200 countries is available.
24/7, from home or work, delivered in a matter of seconds. Syndicated
research is available via the internet with a credit card sign-up and a
password entry.

18. Publicly Generated Data
Many global organizations, such as the International Monetary Fund (imf
.org), are also good sources of data for environmental scans.
Privately Generated Data Company
Web sites provide a great overview of the firm’s mission, products, partners,
and current events. Individuals often maintain sites with useful information
about companies as well.

19. Source 3: Primary Data
Primary data are information gathered for the first time to solve a
particular problem approaches to primary data collection enhanced by
the internet: experiments, focus groups, observation, content analysis,
and survey research.
In-depth interviews (IDIs) are another important form of primary
data collection, but they are better done offline because the questions
tend to be less structured and more open ended (of course, the
researcher could use a Skype phone call online for this).
Whether collected on the internet or offline, all electronic data
gathered
at any customer touch point (e.g., e-mail, telephone, Web site, grocery
store purchase, social network site, and store kiosk) end up in a
marketing database and become part of the marketing knowledge to be
used for effective planning.

20. Primary Research Steps A primary datacollection
project includes five steps (Exhibit 6.9).

21. Monitoring social media

22. impact of normal marketing research monitoring
• In normal marketing research the costs of research are costlier and
time oriented which requires personal information collection from the
research persons .
• At times the company cannot understand the needs of the company
due to lack of sufficiency of data .
• Company cannot understand the performance of the product , brand ,
queries and complaints cannot be resolved in faster manner where in
customer looses the interest on the company .

23. Social media

24. Monitoring social media
• Social media ?
social media is active mode internet technology adopted by the
society in order stay connected with each other through messages
etc , for ex,. Facebook, whatsapp, twitter, blog, etc
• Why social media ?
social media is necessary in the present scenario as one can target
large audience at single time .social media is active part controller in
handling profile of people, communities, where in reaching
customers much more easier as compared to normal marketing
• Cost effective marketing research

25. Facts about social media
i. the users of social media are around 462 million users in India
from which around 200 million users are active users .
ii. The maximum usage of social media is of face book are
connected via smart phones.
iii. The highest group member active members are between age group
of 17-24 age group.
iv. E commerce in India was around INR 2 lakh crores in 2016 and is
expected to cross 5 lakh crores by end of 2017.
v. 42% of marketers report that Facebook is critical or important to
their business.

26. Benefits of monitoring social media
• Analyzing and understanding customer preference through the data
availability
• Helps in controlling the conversation with customers .
• Helps in CRM management .
• Helps in solving out issues
• Monitoring social media of will help the organization to have impact
on its performance such as sales .increase in image of the company.
• Collection of data through online it terms of qualitative and
quantitative research.

27. Chart showing users of social media
globally with age category