Marketing Analytics Tools & Techniques
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The document discusses the marketing intelligence process and tools, focusing on segmentation, data gathering, and needs-based segment identification. It outlines methodologies such as factor analysis, cluster analysis, and perceptual mapping for strategy formulation and product development. The author emphasizes their academic problem-solving skills and extensive marketing experience with various modeling techniques.
Marketing Analytics Tools & Techniques
- 1. Thoughts on USOB Marketing Intelligence Process & Tools. SEGMENTATION P R O C E S S T O O L S DATA GATHERING NEEDS-BASED SEGMENT IDENTIFICATION SEGMENT DEFINITION (PROFILING) • INTERNAL DIALOGS • FACTOR ANALYSIS • DISCRIMINANT ANALYSIS • CONSUMER RESEARCH • CLUSTER ANALYSIS • PERCEPTUAL MAPPING STRATEGY FORMULATION • POSITIONING • ALIGNMENT WITH COROPORATE STRATEGY • VALUE-BASED PRICING STRATEGY PRODUCT DEVELOPMENT TARGETING (CONVEYING POSITIONING CONCEPT) • CONJOINT ANALYSIS • TESTING • SALES FORECAST USING BASS DIFFUSION MODEL I bring academic problem solving methodologies & wealth of marketing experience. • LOGIT PROBABILITY PURCHASE MODEL • ADBUDG ADVERTISING MODEL