This paper outlines an analytic program developed internally at Microsoft to drive greater insight on the return on investment of the $1+ billion marketing budget, resulting in a fundamental shift in planning and budgeting for marketing across the company: Built a flexible, systematic analytic program integrating survey data with other data to create a goal forecast for performance tracking and diagnosis of marketing impact. Provided insights on critical aspects on marketing spend and execution such as reductions in spend. Demonstrated ROI of the program on several dimensions such as impact improvement (6-10%), speed (75-80%) and cost savings (30-40%) driving change at Microsoft.
Nowadays social listening and analytics is an integral part of market research and customer insights. Surveys alone are no longer adequate, or fully representative of how consumers perceive brands and products, unless they are shorter, faster, and integrated with other sources of information such as social listening. It will be shown that accurate social listening integrated with retail measurement and surveys can help companies uncover valuable customer insights. A case study about Health & Wellness will be presented to showcase the power of data integration.
Insights2020 Driving Customer-Centric Growth, is a global marketing leadership initiative focused on aligning insights and analytics strategy, structure and capability to drive business growth. The Insights2020 study has developed the strategic framework, practical guidelines and case studies to help marketing and insights & analytics leaders define the role of insights & analytics in driving business strategy and growth; build and organise the function for success; and emulate the leadership competencies and behaviours of over-performing organisations. Insights2020 builds on Marketing2020, which is the largest study of its kind, helping CMOs align marketing strategy, structure, and capability with business growth. Marketing2020 included contributions from more than 250 CMOs and 10,000 marketers across 92 countries and was featured in the July-August 2014 Harvard Business Review.
With today's technology, one simple infographic dashboard can offer busy marketing executives a decision making tool that they can use daily to make calls on which organic posts to support with advertising euros. Connecting APIs of a Twitter account, a facebook fan-page and a Youtube Channel to social listening analytics and Google Analytics on a single page dashboard is not as daunting as it was 10 years ago.
The purpose of this paper is to unveil a practical roadmap to Customer Centric growth and to decode the role of Insights: Analytics in driving this. The roadmap and role of Insights. Analytics is based upon a large-scale global empirical study containing insights from both qualitative vision interviews (337 interviews) as well as quantitative analysis with 10,495 completes, covering all regions and industries. The authors uncover the relationship between Customer Centricity and revenue growth as well as the dimensions and drivers of Customer Centric growth.
In this issue we look at the impact of analytics on our sector and what market research brings to the party.
For the past two years MixRank has been building the world's largest database of digital advertisers. By analyzing the websites of more than 500,000 digital advertisers with sophisticated data mining technology developed for this project, amazing insights into cutting-edge research best practices employed by the world's leading marketers can be gained. The enormous volume of data studied permits going beyond case studies to present, for the first time, a truly comprehensive perspective about questions like: Which surprising analytics strategy is used only by the top 3% of marketers? How do major global brands effectively decide which user activity data to capture and how do they separate the signal from the noise? Which measurements are actually correlated with the success of a campaign?
This paper shows how the analytical tools used in demographic research can also be useful for voting behavior research and marketing research about mass consumption. We develop origin-destination matrices of voters and consumers and derive indicators from these matrices all of them instruments traditionally employed in studies of the spatial mobility of populations. Preceded by a methodological discussion this study discusses two examples of liow semi-permanent panel surveys can be employed to account for voters and consumers behaviors.
This paper shows how the analytical tools used in demographic research can also be useful for voting behavior research and marketing research about mass consumption. We develop origin-destination matrices of voters and consumers and derive indicators from these matrices all of them instruments traditionally employed in studies of the spatial mobility of populations. Preceded by a methodological discussion this study discusses two examples of liow semi-permanent panel surveys can be employed to account for voters and consumers behaviors.
The paper describes the relationship between market research and competitive intelligence and discusses the evolution of competitive intelligence: the definition the need it fulfills where it evolved and the penetration of the discipline by industry and geographical region. The paper also reviews the methodologies employed in competitive intelligence both qualitative and quantitative and analytical methods. Comparative differences between competitive intelligence and market research are included which describe the different research methodologies skills/educational background and experience of the disciplines and the comparative analytical methodologies. The final section addresses the issues of the future of both disciplines: the integration of both methods and the potential demise of strategic planning. It also identifies opportunities for market research firms to branch out into the competitive intelligence business.