Marketing Analytics
Descriptive analyticsPredictive analyticsPrescriptive analytics
Marketing Process
Objectives: Customer, Company, Competitor, Collaborators, ContextStrategy: Segmentation, Targeting, PositioningTactics: Product, Price, Place, Promotion
Financials: Margin, ROI, CLV
Marketing Strategy with Data
Mental modelsText analytics
Brand Architecture
Brand valueBrand personality (Sincerity / Excitement / Competence / Sophistication / Ruggedness)Brand Architecture
Brand core / EssenceBrand personalityEmotional benefitsProduct benefitsProduct attributes
Calculating Brand Value
Interbrand brand valuation model
Financial analysis -> Residual earnings -> Brand earningsMarketing analysis -> Role of branding -> Brand earningsBrand analysis -> Brand strength score -> Risk rate Y &R brand asset valuator
Brand strength (Strength / Vatality) -> Differentiation & RelevanceBrand stature (Emotional capital) -> Esteem & Knowledge Brand equity (long term estimate)Revenue Premium
Equity = Annual revenue premium * (1 + discount rate) / (1 + discount rate - stability factor)Annual revenue premium = Revenue premium - Additional variable cost
Customer Lifetime Value (CLV)
Both backward looking and forward lookingNet present value (NPV)CLV = (Gross margin - Detention spending) * (1 + discount rate) / (1+discount rate - retention rate)Cohort and incubators
Experimental Design
Correlation and causation / CausalityMarketing return on investmentTest group & Control group / RandomizationExperiments assess cause and effect
Calculating Break Even and Lift
Full factorial designProjrcting liftPitfalls of marketing experimentsMaximizing effectivenessExperiments provide forecasts of expected ROI
Regression Basics
Regression analysisRegression outputs (about intuition)
R-squared (sales/promotion)P-value (lower than 10% is trustable) Multivariable regressionsOmitted variable bias
price -> Units sold + feature / display
Price Elasticity
PED = (Change in Sales / Change in Price) * (Price / Sales)Coefficient * Average price/ Average salesMeasures the impact of a change in price on salesEnhances your ability to utilize regressionsAllows you to track marketing efforts over time
Log-Log Models
LOG = Percentage Change
Marketing Mix Model
Product linePlacePricePromotion
Statistical significanceEconomic significance
Course Certificate
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