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E-Marketing Research
Chapter 6 Objectives After reading Chapter 6, you will be able to:
Identify the three main sources of data that e-marketers use to address research problems.
Discuss how and why e-marketers need to check the quality of research data gathered online.
Explain why the Internet is used as a contact method for primary research and describe the main Internet-based approaches to primary research.
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Chapter 6 Objectives (Cont.) Describe several ways to monitor the web
for gathering desired information.
Contrast client-side, server-side, and real-space approaches to data collection.
Explain the concepts of big data and cloud computing.
Highlight four important methods of analysis that e-marketers can apply to data warehouse information.
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The Purina Story Nestle Purina PetCare wanted to know
whether their websites and online advertising increased off-line behavior.
http://www.purina.com
Nestle Purina developed 3 research questions: Are our buyers using our branded websites?
Should we invest beyond these branded Web sites in online advertising?
If so, where should we place the advertising?
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The Purina Story, Cont. Combined online and off-line shopping panel
data revealed: Banner click-through rate was low (0.06%). 31% of subjects exposed to Purina ads
mentioned the Purina brand compared with 22% of the no-exposure subjects.
Home/health and living sites received the most visits from their customers.
The information helped the firm decide where to place banner ads.
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Data Drive Strategy U.S. marketers spend $6.7B annually on
marketing research; global spend is $18.9B. E-marketers can generate a great deal of data
by using surveys, Web analytics, secondary data, social media conversations, etc.
Marketing insight occurs somewhere between information and knowledge. Data without insight or application to inform
marketing strategy are worthless. Purina, for example, sorts through hundreds of
millions of pieces of data about 21.5 million consumers to make decisions.
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Big Data Big data refers to huge data sets that are
difficult to manage and analyze. 31% of marketers would like to collect Web
data daily. 74% collect demographic data; 64% collect
transaction data; 35% monitor social media. Purina, for example, sorts through
hundreds of millions of pieces of data from about 21.5 million consumers to make marketing decisions.
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From Data to Decision: Nestle Purina
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Marketing Knowledge Management Knowledge management is the process of
managing the creation, use, and dissemination of knowledge.
Data, information, and knowledge are shared with internal decision makers, partners, channel members, and sometimes customers.
A marketing knowledge database includes data about customers, prospects and competitors.
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The Electronic MIS A marketing information system (MIS) is the process
by which marketers manage knowledge. Many firms store data in databases and data
warehouses, available 24/7 to e-marketers.
The Internet and other technologies facilitate data collection. Secondary data provide information about
competitors, consumers, the economic environment, etc.
Marketers use the internet and other technologies to collect primary data about consumers.
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Most Common Data Collection Methods
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SOURCE 1: INTERNAL RECORDS Accounting, finance, production, and
marketing personnel collect and analyze data for marketing planning. Sales data Customer characteristics and behavior
Universal product codes (UPCs) Tracking of user movements through web
pages Web sites visited before and after the
firm’s Web site.©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
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SOURCE 2: SECONDARY DATA Can be collected more quickly and less
expensively than primary data. Secondary data may not meet e-marketer’s
information needs. Data was gathered for a different purpose. Quality of secondary data may be unknown. Data may be old.
Marketers continually scan the macroenvironment for threats and opportunities, a procedure commonly called business intelligence.
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Public & Private Data Sources Publicly generated data
U.S. Patent Office CIA World Factbook American Marketing
Association (AMA) Wikipedia Ministry of Economy
and Planning (www.mep.gov.sa)
The Patent Office of the Cooperation Council for the Arab States of the Gulf (http://www.gccpo.org/)
Privately generated data comScore Forrester Research Nielsen/NetRatings Commercial online
databases Euro monitor
(http://www.euromonitor.com)
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Competitive Intelligence ExampleCI involves analyzing the industries in which a firm
operates as input to the firm’s strategic positioning and to understand competitor weaknesses.
CI can help firm’s analyze competition as well as assist in strategic planning
Intelligence cycles would include the following steps:1. Define the intelligence requirements2. Collect and organize information3. Analyze by applying information to the specific purpose and
recommending action4. Report and inform others of the finding5. Evaluate the impact of intelligence use and suggest process
improvements©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 16
Competitive Intelligence Example (Cont.) Sources may include
press releases, new products, alliances and co-brands, trade shows third-party, industry-specific sites user conversation in the social media Facebook.
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Information Quality Secondary and primary sources have many limitations. E-marketers should be wary of data, especially if it is
secondary data. E-marketers should:
Discover the website’s author, Try to determine if the site author is an authority on the
Web site topic, Check to see when the site was last updated, Determine how comprehensive the site is, Try to validate the research data by finding similar
information at other sources on the internet or in hard copy at the library, and
Check the site content for accuracy. What about Wikipedia, is it accurate?
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Source 3: Primary Data When secondary data are not available,
marketers may collect their own information. Primary data are information gathered for the
first time to solve a particular problem. More expensive and time consuming Current, more relevant & exclusive
Primary data collection can be enhanced by the internet: Online experiments Online focus groups Online observation Content analysis Online survey research©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE
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Primary Research Steps The steps to conduct primary research are:
1. Define the research problem, 2. Develop a research plan,
Research approach Sample design Contact method Instrument design
3. Collect data, 4. Analyze the data, and 5. Distribute results
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Typical Research problems for E-Marketers
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Source 3: Primary Data Collection Methods In-depth interviews (IDI) are better done
offline Primary data collection enhanced by the
Internet Online experiments Online focus groups Online observation Online survey research Web surveys Online panels
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Advantages & disadvantages of online survey research
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Online Panels Online panels include people who have
agreed to be subjects of marketing research.
Participants are usually paid and often receive free products.
Panels can help combat sampling and response problems, but can be more expensive than traditional methods of sample generation.
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Ethics of Online Research Companies conducting research on the web often
give respondents a gift or fee for participating. Other ethical concerns include:
Respondents are increasingly upset at getting unwelcomed e-mail requests for survey participation.
“Harvesting” of e-mail addresses from newsgroups without permission.
“Surveys” used to build a database. Privacy of user data.
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Other Technology-Enabled Approaches Client-side Data Collection
Cookies PC meter with panel of users to track
the user clickstream. Server-side Data Collection
Site log software can generate reports on number of users who view each page, location of prior site visited, etc.
Real-time profiling tracks users’ movements through a website.
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Following the clickstream at FTC.gov
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Real-Space Approaches Real-space primary data collection: technology
enabled approaches to gather information offline.
Data collection occurs at off-line points of purchase and information is stored and used in marketing databases.
Real-space techniques include bar code scanners and credit card terminals.
Catalina Marketing uses the Universal Product Code (UPC) for promotional purposes at grocery stores.
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REAL-SPACE DATA COLLECTION & STORAGE EXAMPLE
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Marketing Databases & Data Warehouses Product databases hold information about product
features, prices, and inventory levels; customer databases hold information about customer characteristics and behaviors.
Data warehouses are storehouses for the entire organization’s historical data, not just for marketing data.
Software vendors are attempting to solve the website maintenance problem with content management systems.
The current trend in data storage is toward cloud computing: a network of online Web servers used to store and manage data.
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Company Web server
Tablet computer
Mobile phone
Computer
Remote servers
Data content
Data Analysis & Distribution Four important types of analysis for
marketing decision making include: Data mining Customer profiling RFM (recency, frequency, monetary
value) analysis Report generating
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Knowledge Management Metrics Two metrics are currently in widespread
use for online data storage: ROI: total cost savings divided by total
cost of the installation. Total Cost of Ownership (TCO):
includes cost of hardware, software, labor, and cost savings.
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6-35
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2014 Pearson Education, Inc. Copyright © 2014 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL