There's never been more data. Or more people with 'insight' in their job title. Or more suppliers with data and insight solutions. And yet there seems to be fewer insights. As a CMO, insights make the difference between marketing that moves people and marketing that is invisible. Brent will give his unique perspective on what makes a great insight, from his current role as a CMO and his previous life in some of the world's best creative agencies. He will also share how insights have helped him manage a major insurance brand through the challenges of COVID-19 to emerge even stronger.
Why we have entered a New Strange and not New Normal and how to thrive in this New World.
Marketing research for me (and most users) includes the systematic analysis of all the relevant market data and most certainly includes company sales information as well as market survey findings. It follows then that the capability is one of thorough-going market analysis as well as survey design. Research to assist corporate and strategic planning must also not be overlooked. The approach I have adopted is essentially an intellectual one, though I have drawn as you would expect on my own experience and notable published contributions. Of necessity my trawl was limited and references are to a few papers which I have found particularly interesting and relevant. I am grateful too to three UK management consultants: Robin Birn, Larry Ovens and Eric Adler. In different ways they helped me check out my ideas and provided me with new perspectives. I am, however, especially indebted to Bill Schlackman for his seminal paper on the interface between market research management and marketing management in user organisations. His checklist of what market research in corporations can do to improve the status of their function in the company has stood the test of time and I commend it to you.
The paper introduces an emerging problem-solving technology that consists of people, knowledge, and computer software and hardware wired into the management process. This technology results from the evolution in the use of computer systems for management decisions. The paper evaluates the relevance for marketing management.
This paper discusses some implications of the on-going adoption of scanning for marketing management and marketing research. Attention is given to the use of scanning data for decision support in marketing. This issue is examined empirically using scanning data on a number of brands of a fast moving consumer good sold in The Netherlands. Concise parsimonious market share models are calibrated using 'traditional bi-monthly Nielsen data'. These models are compared with models which are calibrated using scanning data. The model outcomes of these two operations are compared and evaluated. It is found that by using scanning data the quality of the model outcomes may be improved considerably.
This paper discusses the significance of various theoretical and methodological approaches to the concept of organisational culture with respect to the marketing activities of a company. Emphasis is placed on the marketing staffâs function as a link between the cultures within and outside of the organisation. The currently popular view of organisational culture as a new management tool is criticised; it is shown that the assumptions which underly this research practice do not meet scientific standards. The reason for this is that culture is assumed to be different for every organisation; this would imply that cross-organisational and even cross-situational comparisons could not be made and results could never be generalised. Alternative methodological approaches are discussed with respect to their practicability in todayâs markets.
The paper presents some basic and practical considerations for establishing and using a as well as the contribution of the M.M.I.S. to effective industrial marketing management. In contrast to M.M.I.S. for consumer goods marketing, the idea of an adequate M.M.I.S. for industrial goods marketing is much less elaborated. The basic assumption presented this paper is that an appropriate M.M.I.S. is a prerequisite for effective industrial marketing management. Therefore, some basic considerations about industrial marketing management process are discussed first. The paper then elaborates the M.M.I.S. concept, design and application. A case study is shortly described and finally the contribution of the M.M.I.S. to effective marketing management is assessed.
A new qualitative technology is developing based upon improved skills, pressure from marketing management and advertising agencies for more useful research data, and the consequent reappraisal of qualitative research techniques. This movement is occurring chiefly in the UK and Europe but similar signs are now evident in the US and worldwide.
This paper reviews, briefly, the new technologies relevant to information handling and attempts to place them in the economic context of Europe to-day. The role and potential of these technologies and their possible application in Market and Opinion Research and in Marketing management are then discussed. Finally the EEC role in these developments is analysed.
Early in 1974 Albemarle Market Research were asked by John Player & Sons to conduct a review of TV advertising pre-testing methods and to devise an optimum research solution. The theme of this conference is Research that works for todayâs marketing problems. Playerâs brief to us was exactly that. Having tried various methods of advertising pre-testing they were still looking for one which worked in terms of providing reliable and actionable results for marketing management. We were also required to produce a solution which could begin to work right away, with a minimum of time for experimentation, so by definition we needed to work with fairly well-tried, established research techniques, and to avoid technical innovations. Our approach was first to consider the problem from the marketing managerâs point of view, and try to establish what he required from advertising pre-testing; and secondly to consider what research approach would meet those requirements best.