This breakthrough study reveals quantitatively the impact of social mood on category purchase behavior and measures mood changes via social media as an early indicator for brand communication management.
This breakthrough study reveals quantitatively the impact of social mood on category purchase behavior and measures mood changes via social media as an early indicator for brand communication management.
The aim of the authors is to share a Case Study on a data informed approach to improving the commercial experience for consumers & brands.
Conducting a research for the Toys Industry is a big challenge. We have conducted a 360o project (bi-weekly surveys combined with behavioral data), that focuses on the customer journey made by parents buying toys during the Christmas shopping campaign.
We show how using one expert system allows us to go further and quicker in the analysis of the enormous amount of data collected by scanner in a sample of stores. In particular the first step of our research is to be able to condense, to structure this data in a automatically generated report, underlining the significant elements.
The purpose of this contribution to our seminar on modelling is to make two points: 1. There is usually little point in modelling something if we do not know what it is; 2. Developing the required empirically-based generalisations in marketing is both possible and essential. To illustrate, we summarise an experimental study on pricing carried out in the UK in 1986. Our aim was to establish whether the sales response to a given price change would generalise.
The paper describes an attempt to measure retail sales beyond the usual measurement of branded packaged groceries. It explains why the attempt should be made, especially by an independent television contractor; it examines the method used to obtain the results and explains some of the results achieved. In looking at the results the paper also tries to highlight some of the activities that have taken place as a consequence of the results and how the technique could be developed in the future.
There are two broad approaches which a company may adopt in trying to evaluate the benefits gained from its advertising expenditure. These are either by analysis of sales or by some form of consumer research. In this paper the results obtained from one particular tracking study are analysed. Clear differences emerge between the achievements of brands with different media policies which should be sufficient to challenge the cost efficiency of one of the alternative strategies.
Over the last 4-5 years there has been, in Italy, a rapid growth of book clubs as against a fairly contained growth of book sales in the book stores. This rapid growth has been caused by a type of public which is generally different from that of Book Store Customers and which finds in the Book Clubs the following two advantages: - Help in overcoming uncertainty in the choice of books; - Practical/Organisational Reasons.
The paper illustrates how techniques, developed for monitoring sales of one 'fast-moving' product - petrol - have been adapted and translated to another 'fast moving' product - gramophone records - within the retail environment as a result of technical innovation. It is not intended that this method will wholly replace the diary system for all shops, but that it shall be used in those outlets in which a diary is not totally suitable. The importance to the research operation is to improve the representation of the sample and to make the operation even more robust by expanding the data base.