Strauss5eIM06.docx

Strauss5eIM06.docx

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Strauss5eIM06

Chapter6:

E-MarketingResearch

LearningObjectives（PPT6-2,6-3）

DataDrivesStrategy

TheadventoftheInternethasbroughtaboutanewphenomenon–informationoverload.E-marketersaresaddleswiththeburdenofsortingthroughtheenormousamountsofdataavailableandtoanalyzetheusefulinformation.

MarketingKnowledgeManagement

Knowledgemanagementistheprocessofmanagingthecreation,useanddisseminationofknowledge.Marketingknowledgeisthedigitized“groupmind”or“collectivememory”ofthemarketingpersonnelandsometimesofconsultants,partner,andformeremployeesaswell.

TheElectronicMarketingInformationSystem

Amarketinginformationsystem（MIS）istheprocessbywhichmarketersmanageknowledge.Itassessesinformationneeds,gatheringinformation,analyzingit,anddisseminatingittomarketingdecisionmakers.Manyfirmsstoreelectronicmarketingdataindatawarehousesoraproductdatabase.

Source1:

InternalRecords

Internalrecordscompriseoneimportantsourceofmarketingknowledgeandcanincludedatafromaccounting,finance,andproduction.

SalesData–Salesinformationsystems（salesforceautomationsoftware）allowemployeestoinputsalescallstoprospectsandcurrentcustomers.Competitiveandindustryinformationcanalsoberecordedaswellascustomercomplaintsorcompliments.

CustomerCharacteristicsandBehavior–Customeractivityisperhapsthemostimportantinternalmarketingdataonecancollect.E-marketerscanrecordanythingfromthestickinessofparticularwebpagestogeographicdistribution.Analyzingcustomerpatternshelpgreatlywithmarketingandadvertisingcampaigns.

Source2:

SecondaryData

Secondarydatacanbecollectedmorequicklyandlessexpensivelythanprimarydata.TheInternetoffersup-to-dateinformationfromover200countriesandisavailable24/7.However,secondarydatawasgatheredforadifferentpurpose,soitmaynotmeettheneedsofthee-marketers.OneoftheInternet’sbenefitsistheaccessibilityofenvironmentalfactorsandtrends.

PubliclyGeneratedData–MostUSandforeignagenciesprovideonlineinformationintheirrespectiveareas.USgovernmentalagencies,universities,librariesandothernot-for-profitorganizationsmakeresearchavailableonline.

PrivatelyGeneratedData–Onlineresearchfirmsmaketheirresultsanddataavailable,butinformationcanalsobecollectedfromacompany’sWebsite.Severaldifferentservicesthatgenerateresearchdatawillbediscussedintheoutlineandchapter.

CompetitiveIntelligenceExample–CIinvolvesanalyzingtheindustriesinwhichafirmoperatesasinputtothefirm’sstrategicpositioningandtounderstandcompetitorvulnerabilities.CIcanhelpfirm’sanalyzecompetitionaswellasassistinstrategicplanning

InformationQuality–Secondaryandprimarydataaresubjecttomanylimitations.E-marketersshouldbewaryofdata,especiallyifitissecondarydata.E-marketersshould:

discovertheWebsite’sauthor,trytodetermineifthesiteauthorisanauthorityonthetopic,checktoseewhenthesitewaslastupdated,determinehowcomprehensivethesiteis,validatetheresearchbyfindingsimilarinformation,andcheckthesitecontentforaccuracy.

Source3:

PrimaryData

Primarydataareinformationgatheredforthefirsttimetosolveaparticularproblem.Thisisusuallymoreexpensiveandtime-consuming,butismorecurrentandrelevanttothemarketer’sspecificproblem.

PrimaryResearchSteps–Consistsoffivesteps:

（1）researchproblem,

（2）researchplan,（3）datacollection,（4）dataanalysis,and（5）distributefindings/addtodatabase.

InternetBasedResearchApproaches–Conventionalresearchmethodshavefaceddecreasedresponsesoverthepastfewyears.Amajorityofresearchcompaniesusonlinesurveys,mostnotably:

Thecreativetest,customersatisfaction,andproductdevelopmentsurveys.Inaddition,dataarecollectedonlineusingexperiments,focusgroups,observations,in-depthinterviews,andsurveyresearch.

EthicsofOnlineResearch–Onlineresearchcompanieshavedevelopeda“giftculture”byofferingnominalfeesforparticipation.Marketersuseunsolicitedemails,harvestemailaddressesfromnewsgroups,andconductsurveysforthepurposeofbuildingadatabaseforlatersolicitation.Privacyofuserdatahasbecomeasignificantissue.

MonitoringtheSocialMedia

Blogsandotheronlinemediumsarebecomingoutletsofinformationsharingnotseeninthehistoryofbusiness.CitizenjournalistsareusingtheInternettoissueemailalerts,customercomplaintsandproduct/servicereviewsthatallowrealtimeconversationandinformationexchange.

OtherTechnology-EnabledApproaches

TheInternetisanexcellentplacetoobserveuserbehaviorbecausethetechnologyautomaticallyrecordsactionsinaformatthatcanbeeasily,quickly,andautomaticallymanipulatedforanalysis.

Client-SideDataCollection

Thisreferstocollectinginformationaboutconsumersurfingrightattheuser’sPC.Thiscanbedonewithcookiesbytrackingusersurfingandhelpsmarketerspresentappropriatepromotions.TheinstallationofaPCmetercanhelpmarketerstrackuserclickstreams,similartotheNielsenmeterusedfortelevisionshows.

Server-SideDataCollection

SoftwareonaWebsitecanrecordhowmanyusersvieweachpage,thelocationofthesitevisitedpriortothefirm’ssite,howlongtheuserisoneachpage,andwhattheusersbuy.Thisallowse-marketerstousereal-timeprofilingthatcompilesandreportsondataatamoment’snotice.E-marketersmaythenmakeinstantaneousadjustmentstositepromotionsandWebpages.

Real-SpaceApproaches

Real-spaceprimarydatacollectionoccursatofflinepointsofpurchase.Thiscanbedonewithsmartcardandsmartcardreaders,interactivepointofsalemachines,andbarcodescanners.UPCcodes,orbarcodes,havebeenusedforthispurposesince1974.MarketersalsouseUPCinformationingrocerystorestogeneratecouponsbasedoncustomer’spurchases.

MarketingDatabasesandDataWarehouses

Uponcollection,dataaremovedtovariousmarketingdatabases.Thesedatabasesholdinformationaboutproductfeatures,prices,inventorylevels,customercharacteristics,andbehaviors.Thesewarehousesarealsousedforanorganization’sentirehistoricaldataset.Becauseofthecurrentstateofinformationoverload,contentmanagementhasbecomeincreasinglyimportanttothesuccessofaWebsite.

DataAnalysisandDistribution

Fourimportanttypesofanalysisformarketingdecisionmakingincludedatamining,customerprofiling,RFManalysis（recency,frequency,monetary）,andreportgenerating.Datamininginvolvestheextractionofhiddenpredictiveinformationinlargedatabasesthroughstatisticalanalysis.Customerprofilingallowsfor:

selectingtargetgroupsforpromotionalappeals,findingandkeepingcustomerswithahigherlifetimevaluetothefirm,understandingtheimportantcharacteristicsofheavyproductusers,directingcross-sellingactivitiestoappropriatecustomers,andreducingdirect-mailingcostsbytargetinghigh-responsecustomers.

KnowledgeManagementMetrics

Marketersweighthecostofgainingadditionalinformationagainstthevalueofpotentialopportunitiesortheriskofpossibleerrorsfromdecisionsmadewithincompleteinformation.Twometricscurrentlybeingusedare:

ROI（returnoninvestment）andTCO（totalcostofownership）

ChapterSummary

E-marketersneeddatatoguidedecisionsaboutcreatingandchangingmarketingmixelements.Thesedataarecollectedfromamyriadofsources,filteredintodatabases,andturnedintomarketingknowledgethatisthenusedtodevelopmarketingstrategy.Knowledgemanagementistheprocessofmanagingthecreation,use,anddisseminationofknowledge.Amarketinginformationsystem（MIS）istheprocessbywhichmarketersmanageknowledge,usingasystemofassessinginformationneeds,gatheringinformation,analyzingit,anddisseminatingittodecisionmakers.

Marketerscantapthreesourcesofmarketingknowledge:

（1）internalrecords（suchascashflow,salesforcedata,andcustomerdata）,

（2）secondarydata（publiclyandprivatelygenerated,fromonlinedatabases,andforcompetitiveintelligence）,and（3）primarydata（gatheredforthefirsttimetosolveaparticularproblem）.Competitiveintelligence（CI）involvesanalyzingtheindustriesinwhichafirmoperatesasinputtothefirm’sstrategicpositioningandtounderstandcompetitorvulnerabilities.Marketersmustevaluatethequalityofdatabeforerelyingonthemtosolveresearchproblems.

Primarydataiscollectedontheinternetbyover90percentofallcompanies.Thestepstoconductprimaryresearchare

（1）definetheresearchproblem,

（2）developaresearchplan,（3）collectdata,（4）analyzethedata,and（5）distributeresults.Internet-basedresearchmayincludeanyofthefollowingactivitiesconductedonline:

experiments,focusgroups,observations,andsurveys.Surveysmaybeconductedbye-mailinvitationtoaWebsite.Advantagestoonlinesurveysarethattheyarefastandinexpensive,havebroadreach,reduceerrors,elicithonestresponses,canberestrictedtoauthorizedparticipants,andareeasytotabulate.Disadvantagesincludepoorgeneralizabilityofresultsduetopoorsampleselection,self-selectionbias,inabilitytoconfirmtherespondent’sauthenticity,frivolousordishonestresponses,andduplicatesubmissions.

Onlinepanelsareincreasinglybeingusedtocombatsamplingandresponseproblemsofonlinesurveys.Althoughsomeofthesepanelsaresmall,otherscontainmillionsofparticipants.Someethicalconcernsofonlineresearchincludeunsolicitede-mail,harvestinge-mailaddressesfromnewsgroups,sellingunderthe