| Managing Marketing Information to Gain Customer Insights 115
Chapter 4 | Managing Marketing Information to Gain Customer Insights 115
116 Part Two | Understanding the Marketplace and Consumers
cates, following consumers online and stalking through myriad computer networks, where it’s
a rainy day in January. All that data streams
This can stretch a marketing campaign that
them with ads feels more than just a little sorted, cataloged, analyzed, and then used to
would have reached one million prospects into
creepy. Behavioral targeting, for example, has deliver ads aimed squarely at you, potentially
one that reaches eight million or ten million
already been the subject of congressional and anywhere you travel on the Web. It’s called
prospects, most of them new.
regulatory hearings. behavioral targeting—tracking consumers’ on-
Despite such concerns, however, online line behavior and using it to target ads to
Online listening. Behavioral targeting. So-
listening will continue to grow. And, with ap- them. So, for example, if you place a cell
cial targeting. All of these are great for mar-
propriate safeguards, it promises benefits for phone in your Amazon.com shopping cart but
keters as they work to mine customer insights
both companies and customers. Tapping into don’t buy it, you might expect to see some ads
from the massive amounts of consumer infor-
online conversations and behavior lets compa- for that very type of phone the next time you
mation swirling around the Web. The biggest
nies “get the unprompted voice of the con- visit your favorite ESPN site to catch up on the
question? You’ve probably already guessed it.
latest sports scores.
As marketers get more adept at trolling blogs,
sumer, the real sentiments, the real values, and
the real points of view that they have of our That’s amazing enough, but the newest
social networks, and other Web domains,
products and services,” says P&G’s Bush. wave of Web analytics and targeting take online
what happens to consumer privacy? Yup,
“Companies that figure out how to listen and eavesdropping even further—from behavioral
that’s the downside. At what point does so-
respond . . . in a meaningful, valuable way are targeting to social targeting. Whereas behav-
phisticated Web research cross the line into
going to win in the marketplace.” After all, ioral targeting tracks consumer movements
consumer stalking? Proponents claim that be-
knowing what customers really want is an es- across Web sites, social targeting also mines in-
havioral and social targeting benefit more than
sential first step in creating customer value. dividual online social connections.
abuse consumers by feeding back ads and
And, as one online information expert puts it, “It’s getting back to the old adage that birds of
products that are more relevant to their inter-
“The Web knows what you want.” a feather flock together,” says a social target-
ests. But to many consumers and public advo-
ing expert. Research shows that consumers shop a lot like their friends and are five times more likely to respond to ads from brands
Sources: Adapted excerpts, quotes, and other information from Stephen Baker, “The Web Knows What You friends use. So identifying and targeting
Want,” BusinessWeek, July 27, 2009, p. 48; Brian Morrissey, “Connect the Thoughts,” Adweek, June 29, 2009, friends of current prospects makes sense. So-
pp. 10–11; Paul Sloan, “The Quest for the Perfect Online Ad,” Business 2.0, March 2007, p. 88; Abbey Klaassen, cial targeting links customer data to social in-
“Forget Twitter; Your Best Marketing Tool Is the Humble Product Review,” Advertising Age, June 29, 2009, pp. 1, teraction data from social networking sites. In
17; David Wiesenfeld, Kristin Bush, and Ronjan Sikdar, “Listen Up: Online Yields New Research Pathway,” Nielsen effect, it matches a prospect with his or her
Consumer Insights, August 2009, http://en-us.nielsen.com/; and Elizabeth A. Sullivan, “10 Minutes with Kristin closest connections and targets them as well.
Bush,” Marketing News, September 30, 2009, pp. 26–28.
TABLE | 4.4 Types of Samples
Probability Sample Simple random sample
Every member of the population has a known and equal chance of selection.
Stratified random sample The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group.
Cluster (area) sample The population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview.
Parts
» | Marketing: Creating and Capturing Customer Value 3
» | Marketing: Creating and Capturing Customer Value 11
» | Marketing: Creating and Capturing Customer Value 13
» | Marketing: Creating and Capturing Customer Value 25
» | Marketing: Creating and Capturing Customer Value 29
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 37
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 41
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 43
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 51
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 55
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 57
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 63
» | Analyzing the Marketing Environment 65
» | Analyzing the Marketing Environment 71
» | Analyzing the Marketing Environment 73
» | Analyzing the Marketing Environment 77
» | Analyzing the Marketing Environment 79
» | Analyzing the Marketing Environment 81
» | Analyzing the Marketing Environment 85
» | Analyzing the Marketing Environment 87
» | Analyzing the Marketing Environment 89
» | Managing Marketing Information to Gain Customer Insights 97
» | Managing Marketing Information to Gain Customer Insights 99
» | Managing Marketing Information to Gain Customer Insights 103
» | Managing Marketing Information to Gain Customer Insights 109
» | Managing Marketing Information to Gain Customer Insights 111
» | Managing Marketing Information to Gain Customer Insights 113
» | Managing Marketing Information to Gain Customer Insights 115
» | Managing Marketing Information to Gain Customer Insights 127
» | Managing Marketing Information to Gain Customer Insights 131
» | Consumer Markets and Consumer Buyer Behavior 133
» | Consumer Markets and Consumer Buyer Behavior 137
» | Consumer Markets and Consumer Buyer Behavior 141
» | Consumer Markets and Consumer Buyer Behavior 143
» | Consumer Markets and Consumer Buyer Behavior 159
» | Consumer Markets and Consumer Buyer Behavior 163
» | Business Markets and Business Buyer Behavior 165
» | Business Markets and Business Buyer Behavior 175
» | Business Markets and Business Buyer Behavior 179
» What is Eaton’s value proposition?
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 189
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 193
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 197
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 203
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 205
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 207
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 209
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 211
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 213
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 219
» | Products, Services, and Brands: Building Customer Value 223
» | Products, Services, and Brands: Building Customer Value 225
» | Products, Services, and Brands: Building Customer Value 229
» | Products, Services, and Brands: Building Customer Value 237
» | Products, Services, and Brands: Building Customer Value 245
» | Products, Services, and Brands: Building Customer Value 247
» | Products, Services, and Brands: Building Customer Value 249
» | Products, Services, and Brands: Building Customer Value 251
» | Products, Services, and Brands: Building Customer Value 257
» | New Product Development and Product Life-Cycle Strategies 259
» | New Product Development and Product Life-Cycle Strategies 271
» | New Product Development and Product Life-Cycle Strategies 273
» | New Product Development and Product Life-Cycle Strategies 279
» | New Product Development and Product Life-Cycle Strategies 281
» | Pricing: Understanding and Capturing Customer Value 289
» | Pricing: Understanding and Capturing Customer Value 291
» | Pricing: Understanding and Capturing Customer Value 295
» | Pricing: Understanding and Capturing Customer Value 299
» | Pricing: Understanding and Capturing Customer Value 305
» | Pricing: Understanding and Capturing Customer Value 307
» | Marketing Channels: Delivering Customer Value 339
» | Marketing Channels: Delivering Customer Value 347
» | Marketing Channels: Delivering Customer Value 351
» | Marketing Channels: Delivering Customer Value 367
» | Retailing and Wholesaling 373
» | Retailing and Wholesaling 377
» | Retailing and Wholesaling 379
» | Retailing and Wholesaling 393
» | Retailing and Wholesaling 395
» | Retailing and Wholesaling 397
» | Retailing and Wholesaling 401
» | Retailing and Wholesaling 405
» | Communicating Customer Value: Integrated Marketing Communications Strategy 407
» | Communicating Customer Value: Integrated Marketing Communications Strategy 411
» | Communicating Customer Value: Integrated Marketing Communications Strategy 413
» | Communicating Customer Value: Integrated Marketing Communications Strategy 415
» | Communicating Customer Value: Integrated Marketing Communications Strategy 429
» | Communicating Customer Value: Integrated Marketing Communications Strategy 433
» | Advertising and Public Relations 435
» | Advertising and Public Relations 439
» | Advertising and Public Relations 441
» | Advertising and Public Relations 443
» | Advertising and Public Relations 445
» | Advertising and Public Relations 447
» | Advertising and Public Relations 449
» | Advertising and Public Relations 453
» | Personal Selling and Sales Promotion 463
» | Personal Selling and Sales Promotion 469
» | Personal Selling and Sales Promotion 471
» | Personal Selling and Sales Promotion 481
» How is the sales force at Nestlé Waters structured? outsells its top competitors.
» | Direct and Online Marketing: Building Direct Customer Relationships 495
» | Direct and Online Marketing: Building Direct Customer Relationships 499
» | Direct and Online Marketing: Building Direct Customer Relationships 507
» | Direct and Online Marketing: Building Direct Customer Relationships 509
» | Direct and Online Marketing: Building Direct Customer Relationships 515
» | Direct and Online Marketing: Building Direct Customer Relationships 525
» | Creating Competitive Advantage 527
» | Creating Competitive Advantage 529
» | Creating Competitive Advantage 537
» | Creating Competitive Advantage 549
» | The Global Marketplace 551
» | The Global Marketplace 553
» | The Global Marketplace 561
» | The Global Marketplace 573
» | Sustainable Marketing: Social Responsibility and Ethics 581
» | Sustainable Marketing: Social Responsibility and Ethics 583
» | Sustainable Marketing: Social Responsibility and Ethics 587
» | Sustainable Marketing: Social Responsibility and Ethics 595
» | Sustainable Marketing: Social Responsibility and Ethics 603
» | Sustainable Marketing: Social Responsibility and Ethics 605
» | Marketing by the Numbers A21
» | Marketing by the Numbers A27
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