The document discusses how to analyze digital marketing opportunities. It introduces the market opportunity analytic framework, which involves identifying unmet customer needs, segmenting the target market, and evaluating the attractiveness and viability of different digital marketing approaches. It describes two types of generic value - value that is trapped or untapped in existing systems, and value that is new. It also provides methods for segmenting digital customers, such as needs-based, behavioral, and demographic segmentation. The key is to define segments that are meaningful, large enough, and that the organization can effectively target through digital marketing programs.
Why Pricing, data & customer segmentation are relevant for insurance (partly ...Jerry J. Stam
Why Pricing, data & customer segmentation are relevant for insurance (partly Dutch). Lessons shared from retailers and how insurers would benefit if they applied (some of) them
Fundamentals and advanced concepts in customer segmentation. CLV (customer lifetime value) and specific implications in Telecoms. Approaches in operational deployment of customer segmentation.
Why Pricing, data & customer segmentation are relevant for insurance (partly ...Jerry J. Stam
Why Pricing, data & customer segmentation are relevant for insurance (partly Dutch). Lessons shared from retailers and how insurers would benefit if they applied (some of) them
Fundamentals and advanced concepts in customer segmentation. CLV (customer lifetime value) and specific implications in Telecoms. Approaches in operational deployment of customer segmentation.
The Changing Nature of the Customer Relationshipmichellereape
This paper explores considerations on how to harness the power of the customer relationship on the front lines to power our clients’ competitive edge through to their bottom line
Customer segmentation is the process of dividing customers into groups based on common characteristics so companies can market to each group effectively and appropriately.
Segmentation allows marketers to better tailor their marketing efforts to various audience subsets. Those efforts can relate to both communications and product development. Specifically, segmentation helps a company:
Create and communicate targeted marketing messages that will resonate with specific groups of customers, but not with others (who will receive messages tailored to their needs and interests, instead).
Select the best communication channel for the segment, which might be email, social media posts, radio advertising, or another approach, depending on the segment.
Identify ways to improve products or new product or service opportunities.
Establish better customer relationships.
Test pricing options.
Focus on the most profitable customers.
Improve customer service.
Upsell and cross-sell other products and services.
The House of Marketing, Belgium's first centre of marketing expertise, shows you an introduction and short guide to customer segmentation, including four options and simple steps to deliver measurable benefits through segmentation. Contact: www.thom.eu
Customer Segmentation for Retention StrategyMelody Ucros
IE Business School
Marketing Intelligence Project by Group F:
Melody Ucros
Jina Kim
Andrea Blasioli
Adedeji Rodemade
Fergus Buckey
Alex Kyalo
Louis Rampignon
Data Source: http://archive.ics.uci.edu/ml/datasets/online+retail
Customer Segmentation: Design and Delivery (Webinar)CGAP
This webinar, recorded in September with SPTF, covers the design and delivery of customer segmentation work. Included are example cases from CGAP's work, sharings by webinar participants, and a preview of CGAP's forthcoming Customer Segmentation Toolkit. The webinar recording is available at https://youtu.be/RJfthuKif80
Chapter 8 product, service, and brands (building customer value)Lance Üü
Disclaimer: I do not own the right in some few parts of this slide. Some slides credit goes to the individuals who share their slide.
FAIR USE:
"Copyright Disclaimer Under Section 107 of the
Copyright Act 1976, allowance is made for "fair use"
for purposes such as criticism, comment, news
reporting, teaching, scholarship, and research. Fair
use is a use permitted by copyright statute that
might otherwise be infringing. Non-profit,
educational or personal use tips the balance in favor
of fair use.".
Service Positioning
After a service strategy has been identified, a company must decide how to position its product most effectively. The concept of positioning involves establishing a distinctive place in the minds of target customers relative to competing products.
In “The New Positioning: The Latest on the World's #1 Business Strategy”, Jack Trout distills the essence of positioning into the following four principles
1. A company must establish a position in the minds of its targeted customers.
2. The position should be singular, providing one simple and consistent message.
3. The position must set a company apart from its competitors.
4. A company cannot be all things to all people—it must focus its efforts.
Positioning and Marketing Strategy
Companies use positioning strategies to distinguish their services from competitors and to design communications that convey their desired position to customers and prospects in the chosen market segments. There are a number of different dimensions around which positioning strategies can be developed.
The Changing Nature of the Customer Relationshipmichellereape
This paper explores considerations on how to harness the power of the customer relationship on the front lines to power our clients’ competitive edge through to their bottom line
Customer segmentation is the process of dividing customers into groups based on common characteristics so companies can market to each group effectively and appropriately.
Segmentation allows marketers to better tailor their marketing efforts to various audience subsets. Those efforts can relate to both communications and product development. Specifically, segmentation helps a company:
Create and communicate targeted marketing messages that will resonate with specific groups of customers, but not with others (who will receive messages tailored to their needs and interests, instead).
Select the best communication channel for the segment, which might be email, social media posts, radio advertising, or another approach, depending on the segment.
Identify ways to improve products or new product or service opportunities.
Establish better customer relationships.
Test pricing options.
Focus on the most profitable customers.
Improve customer service.
Upsell and cross-sell other products and services.
The House of Marketing, Belgium's first centre of marketing expertise, shows you an introduction and short guide to customer segmentation, including four options and simple steps to deliver measurable benefits through segmentation. Contact: www.thom.eu
Customer Segmentation for Retention StrategyMelody Ucros
IE Business School
Marketing Intelligence Project by Group F:
Melody Ucros
Jina Kim
Andrea Blasioli
Adedeji Rodemade
Fergus Buckey
Alex Kyalo
Louis Rampignon
Data Source: http://archive.ics.uci.edu/ml/datasets/online+retail
Customer Segmentation: Design and Delivery (Webinar)CGAP
This webinar, recorded in September with SPTF, covers the design and delivery of customer segmentation work. Included are example cases from CGAP's work, sharings by webinar participants, and a preview of CGAP's forthcoming Customer Segmentation Toolkit. The webinar recording is available at https://youtu.be/RJfthuKif80
Chapter 8 product, service, and brands (building customer value)Lance Üü
Disclaimer: I do not own the right in some few parts of this slide. Some slides credit goes to the individuals who share their slide.
FAIR USE:
"Copyright Disclaimer Under Section 107 of the
Copyright Act 1976, allowance is made for "fair use"
for purposes such as criticism, comment, news
reporting, teaching, scholarship, and research. Fair
use is a use permitted by copyright statute that
might otherwise be infringing. Non-profit,
educational or personal use tips the balance in favor
of fair use.".
Service Positioning
After a service strategy has been identified, a company must decide how to position its product most effectively. The concept of positioning involves establishing a distinctive place in the minds of target customers relative to competing products.
In “The New Positioning: The Latest on the World's #1 Business Strategy”, Jack Trout distills the essence of positioning into the following four principles
1. A company must establish a position in the minds of its targeted customers.
2. The position should be singular, providing one simple and consistent message.
3. The position must set a company apart from its competitors.
4. A company cannot be all things to all people—it must focus its efforts.
Positioning and Marketing Strategy
Companies use positioning strategies to distinguish their services from competitors and to design communications that convey their desired position to customers and prospects in the chosen market segments. There are a number of different dimensions around which positioning strategies can be developed.
In e-commerce today, the concept of customer segmentation offers marketers a powerful means of dissecting their audiences and connecting with consumers on a more personal one-to-one level.
When you leverage data insights and personalization, you can make the customer feel like they are understood. This personalization also allows you to present them with tailor-made solutions to their pain points.
In most cases, art/design students have little idea of how business works. This presentation is an overarching view of the strategic role of design in business, but also peppered with some critical questions.
Business Model Canvas: Developing and Testing the Business ConceptTim R. Holcomb, Ph.D.
"Business Model Canvas: Developing and Testing the Business Concept" provides an overview of value creation and value capture concepts and introduces the basic framework of Ash Maurya's Lean Business Model Canvas template.
Fundamentals Of Marketing & Customer Serviceguest082e19
This Presentation helps the beginner, to explore makreting concepts & to build insight to whom ever been intrested in establishing a poisition in Today's competing market.
What is Digital Transformation? What are the friction points and the mental challenge? How is the mindset around disruption managed and what is Manchester Metropolitan University doing about this?
9 Sensational Things You Should Do To Get The New Talent Before Everyone ElseDavid Edmundson-Bird
Slides from my talk on things that employers need to do to make sure they attract the best talent suited to their business - the rules of engagement have changed!
These slides are from our information event for organisations interesting in hosting an Agency Life team. You can find more information at http://mmuagencylife.com
This is my presentation which I gave on Tuesday 24th May 2011 to people considering starting an Internet Retail outlet. It's a very back-to-basics show.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
2. The Digital Marketing Opportunity So what’s the problem? You have to produce a target market report which specifies the main audience for your product/service/offering You have to produce a viability report in which you compare suitable digital marketing approaches and make choices about which approaches you will use You have to produce an anti-viability report in which you discuss approaches that are not suitable for use on this occasion
3. The Digital Marketing Opportunity So what do you need to learn? What the market opportunity analytic framework is How the two “generic value types” work How we identify unmet and under-served needs How we segment and target digital customers What resources we have for evaluating digital market opportunities
5. Market Opportunity Analytical Framework We have to workout where and howwe will compete See opportunity in (existing or new)value system NEW IMPACT OF NETWORK ECONOMY Horizontal competition across industries not within industries Industry value systems rapidly reconfiguring New speed of competitive behaviour Customer behaviour easy to influence at early stages The concept of“co-opetition” Reveal the heart of the opportunityIdentify unmet / underserved needs Identify target segments Identify organisation’s resources thatprovide opportunity for advantage Check competitive, financial & technicalopportunity attractiveness Decide whether to engage
6. 2 Types of Generic Value A value system is the linkage of processes and activities inside and between organisations that creates benefits for participants and end users VALUE THAT’S TRAPPED & UNTAPPED Create a more efficient marketplace Create a more efficient value system Wreck existing pricing Make it easier to access your offering Increase the reach of your offering Customise your offering Build a community around your offering HYBRID COMBINATION Introduce new functionality in your offering Introduce a new experience in your offering VALUE THAT’S NEW TO THE WORLD
7. Exploring Generic Value VALUE THAT’S TRAPPED & UNTAPPED More efficient markets lower search and transaction costs More efficient value systems compress or eliminate steps in an existing value system HYBRID COMBINATION Disrupt pricing and change pricing-power relationships Enable ease of access and help customers find products Extend reach and welcome distant customers VALUE THAT’S NEW TO THE WORLD Customizing offerings allows customers to add and remove features Build communities to leverage customers’ participation Introduce new functionality to transform all or part of an industry value chain Can you think of anyone that’s done any of this?
8. Spotting Value Think about horizontal and vertical dimensions Horizontal “value plays” improve functional operations that are common to multiple industries and types of value systems E.g. being good at managing retail operations within any industry Vertical “value plays” create value within activities that are central to a particular business Oil companies suck the oil out of the ground and deliver it to your vehicle (and do everything in between) Look for clues to trapped value Asymmetric information (The situation where one party in a bargain has information which is superior to that of the other ) Poor access to information and advice Significant time and resources required to do something Little collaboration between key participants
10. The Customer Decision Process (CDP) ProblemRecognition What causes the customer to engagein the first place? Search What are the things that influencea customer’s decision? PRE-PURCHASE Creating value is based on understanding and meeting customer needs Evaluation ofAlternatives What properties of an offering doesa customer consider? Choice What options do customers consider?What decisions do they make? PURCHASE Post-acquisitionEvaluation What does the customer do withthe decisions made? POST-PURCHASE Do you want to know more? Read J. Mowen “Consumer Behaviour” in the Library
11. CDP for Eating Out ProblemRecognition Social Hunger Search No. of diners& relationship With children? When & forhow long? Weighting Ambience, costwine list, quality PRE-PURCHASE Howclose? Cuisine Reviews Experience Dresscode Evaluation ofAlternatives Choice Stay home Fast Food Sit down Fine Dine Room serve PURCHASE Home made Takeaway Eat in Takeaway Post-acquisitionEvaluation Food Service Ambience Memorability POST-PURCHASE Likelihood of repeat or referral
12. Using CDP What is the customer’s ideal experience like? How does it change in the stages of decision-making? How closely does the real experience compare to the customer’s ideal? What are the key frustration points? Does the customer’s experience yield the result that best meets his needs? What might help the customer achieve better results? Does the desired customer experience change at all? What are customer beliefs about the decision-making process and the options available for purchase? What barriers block participation by potential customers? What technological, communication or digital opportunities might enhance the customer experience? How do customers define value for critical steps in the process? Would they be willing to pay for certain elements of that value? Whenever you write an answer for these questions – ask yourself: “What’s my evidence?”
14. Designing the Value Cluster WHO IS THE TARGET? VALUE WHAT ARE THE BENEFITS? WHY DO WE BELIEVE THIS?
15. Who is the Target?How can we segment Customers? Old fashioned Use just one segmentation type 21st Century Increase number of segments used to 2 (or even 3, 4, 5……) Think about forgetting demographics
16. Forgetting Demographics Many commentators think demographics is irrelevant in the digital economy Demographics – age, gender, income, education Consider using alternative segmentation approaches
18. Other segmentation ideas Children’s Toys Relationship to purchaser (e.g. self, peer, parent) Age of purchaser Reason for purchase (e.g. entertain, reward, educate) Online Trading Value of stock portfolio Frequency of trades Internet Service Providers Age of purchaser History of Internet use Primary online activities For each segment defined, how might you locate the customer? Remember to think of all the possibilities
19. Geographic Digital Segmentation GDS Divides market into distinct geographical units, such as nations, states or regions In Digital world, geographic barriers are often removed Still many industries where local relationships and distribution channels play key role, maintaining the need for local focus Example GDS: Country Region Urban vs. Rural Density Climate
20. Demographic Digital Segmentation DDS B2C Demographic Market division into groups based on customer demographic variables Most popular method for distinguishing customer groups, highly actionable Age Income Occupation Nationality B2B Organisational Demographic Market division into groups based on business demographic variables Highly actionable, since business demographic data is readily available Industry Company size Location
21. Needs-Based Digital Segmentation NBDS Consumers and businesses purchase goods and services because they satisfy their needs Same product may satisfy many different needs Why do people chew gum? Seeks to understand why a purchase is made (i.e., what needs are being satisfied) and to divide market into groups of buyers whose needs are homogenous Particularly compelling for technology companies Can prevent companies from developing new technology features because they are “cool” or possible
22. Behavioural Segmentation How do people behave in a digital world? Search terms and key phrases Abandoned shopping baskets People who buy once Converts & non-converts People who do “x” on the Internet
23. Does Segmentation Matter? No Everything can be customized for each individual customer Good Web businesses attract customers from all segments It doesn’t make sense to treat them the same way Back-office supply systems and infrastructure can easily accommodate every type of customer Why limit it to a few segments? Multiple storefronts can be constructed in a real-time basis Yes Segmentation happens, whether intentional or not Segmentation is needed to help companies identify which classes of customer are profitable and unprofitable
24. Requirements for Effective Digital Segmentation Customers must demonstrate needs, aspirations or behavioural patterns that are similar within segment and different across segments Distinction between a price-sensitive and a quality-seeking segment is meaningful, since the two segments demonstrate distinguishable sets of needs Organisation must be able to reach customers within segments through effective and targeted digital marketing programs Customer segment consisting of customers with blue eyes is not actionable, since it is very hard to identify and reach only customers with blue eyes Segments must be large and profitable enough to make the investment worthwhile Key characteristics of segments (e.g., size and spending patterns) must be easy to measure
25.
26. Is the value relevant to the target customers’ needs?
34. How easy is it for the required resources and capabilities to be developed?Caution: Wrecking two benefits is less valuable than fully delivering one.