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MSc Marketing Analytics (MSc Marketing Research)
Agenda
• Why Marketing?
• MSc Marketing Analytics @ TiU
• Program
• Sneak Preview of (some of the) Courses
• The Master Thesis
• ExtraCurricular activities
• Minor Programs in Marketing (BSc)
• Questions & Contact Information
Why marketing?
• Marketing is crucial for the profitability of a business: For a company to grow, it should build strong customer relations and maintain these relationships
• Marketing is more than coming up with “a big idea”• Successful companies develop successful marketing
strategies that involve • Analyzing the market through state of the art
marketing analytics– MSc Marketing Analytics
• Developing innovative and effective ways to distribute, design, price, and promote one’s products
– MSc Marketing Management
MSc Marketing Analytics (MSc Marketing Research) (I)• Marketing Analytics is a rapidly growing field
• We are living in a “big data” world • Harvard Business Review calls business analytics “the
sexiest job of the 21st century”• Big Data vs. Analytics: One of the key success factors for
business organizations is to turn (big) data into valuable information to support their decisions
MSc Marketing Analytics (II)
• MSc Marketing Analytics @ TiU focusses on key areas in marketing analytics, in an off- and online context, that allows to: • Design and conduct a valid and reliable assessment of the
market (descriptive & predictive analysis, determining causality, model formulation,…)
• Analyze (big) data to:• (Micro)-Target your customers• Segment your market• Predict customer satisfaction and purchase behavior• Analyze the impact of (digital) marketing activities and
campaigns• …
• Make informed marketing decisions on relevant (big) data
• Excellent Career Perspectives:
• Data scientists, Customer Intelligence Specialists, Market(ing) Analysists,…
• In:
• Marketing research agencies
• Consulting firms
• Research departments of large companies
• …
MSc Marketing Analytics (III)
Marketing Analytics @ Tilburg University?• TiU outstanding reputation in education AND research
• Two entry moments (September / February)
• Possibility to link Master Thesis to internship
• Excellent career prospects
Teaching Philosophy
Teaching Philosophy
• Marketing Analytics Courses:• Introduction to Research in
Marketing• Research in Social Media• Customer Analytics• Marketing Assessment• Conjoint Analysis• Experimental Research• Survey Methodology
• Managerial / Management Courses (Electives):
• Brand Management• Marketing Communication• Marketing Channel Management• Strategic Marketing Management
• Master Thesis
Marketing Courses & Related Courses
• Other Courses (Electives):• Marketing Models• Structural Equation Modelling• Panel Data Analysis• Business Intelligence and Data
Management• Analytics for Business and
Governance• Business Analytics and Emerging
Trends
• Extracurricular: Google Online Marketing Challenge, L’Oreal Brandstorm, Career Prep Events,…
MSc Marketing Analytics (prov. 2016-2017)Unit 1 Unit 2 Unit 3 Unit 4
A. Introduction to Research in Marketing
B. Conjoint Analysis A. Introduction to Research in Marketing
B. Customer Analytics
D. Brand Management
B. Market Assessment D. Strategic Marketing Management
B. Research in Social Media
D. Marketing Channel Management
B. Survey Methodology
D. Marketing Communication
B. Experimental Research
C. Business Intelligence and Data Management
C. Structural Equation Modelling for Business
C. Business Analytics and Emerging Trends
C. Marketing Models C. Analytics for Business and Governance
C. Panel Data Analysis
Optional: Google Online Marketing Challenge
Optional: L’Oreal Brandstorm Challenge
Master Thesis Master Thesis
Introduction to Research in Marketing (cluster A) + 1 Managerial Course (cluster D)+ (5 cluster B courses) OR (4 cluster B courses + 1 cluster C course) + Master Thesis
Sneak Preview of Some Courses
Sneak Preview – Research in Social Media course (I)
In 2013, there were 30% less visitors that came to Pinkpop.
Was something wrong with the line up?
How to investigate?
Sneak Preview – Research in Social Media (II)
• What?• Statistical analyses on big data from online social networks (e.g., Facebook),
social publishing services (e.g., Twitter), social entertainment providers (e.g., Spotify) and social commerce websites (e.g., Amazon.com).
• Topics: online text and sentiment analysis, recommendation algorithms ("Customers who like X, also like Y"), social network analysis
• Programming skills
• Course structure:• Lectures + weblectures (instruction) + guestlectures (e.g. Musicmetric)• Tutorials and in-class presentations • Cases & Tutorials: Social Media Challenge (Musicmetric), Facebook API,
Campaign effectivenss on Twitter• Course materials: lecture sheets + selected papers• Grading: team + individual assignments
Sneak Preview – Customer Analytics course (I)• What?
• Techniques to analyze big data from company databases• Topics include: selecting customers for a direct mail
campaign, estimating customers’ life time value of a customer
• Course structure• Lectures + guestlectures (e.g. BlueMango, Bol.com, KPN)• Assignments on real-life databases• Course materials: lecture sheets + selected papers• Grading: exam + team assignment
• Based on a large database of bol.com, select those customers who should – based on your model predictions – receive a mailing with regard to a promotional discount on DVS purchases
• Predict which of the customers is no longer “alive”, and forecast the expected number of purchases in the next year
Sneak Preview – Customer Analytics (II)
Sneak Preview – Conjoint Analysis course (I)
Product design decisions are higher complex…
All watches tell time. This one helps you make the most of it.
Sneak Preview – Conjoint Analysis (II)Because a product is characterized by many, many, many attributes…
… and we don’t know which ones customers want
Sneak Preview – Conjoint Analysis (III)Only for the bracelet, so many possibilities exist…
Sneak Preview – Conjoint Analysis (IV)
Conjoint tells us what features matter
… and predict future market shares of new products!Source: Melbourne Business School.
Sneak Preview – Strategic Marketing Management course
• What?• Strategic decision making / networks• Marketing in times of turbulence / uncertainty• New product development / Innovations
• Course structure:• Lectures• Case work:
• Marketing Simulation Game (in team): http://web.stratxsimulations.com/simulation/strategic-marketing-simulation/
• Weblectures provide additional information + tips and tricks• Course material: simulation game + lecture sheets + academic
papers• Grading: exam + team assignments
Internship @ Blue Mango Interactive
Severine: Applying learned knowledge in the
working field
Experimental ResearchA/B Testing: which advertisement receives the most clicks?
Version A: left Version B: right
Experimental Research
Showing a comparison with the main competitors leads to more conversionsVersion A: left Version B: right
Uplift CTR: +368%
Marketing Communication
What is the best way to frame your message?Version A: left Version B: right
Social Proof: Already 9 new millionaires
Authority: Part of Staatsloterij
Marketing Communication
What is the best way to frame your message?Version A: left Version B: right
Authority Social Proof
+62%
Sneak Preview - Master Thesis (I)- In your final two blocks (if you meet the pre-requisites)
- Can be:- In collaboration with a company (note: not just an internship) - In collaboration with a researcher of the Marketing departement
- Thesis coordinator checks academic significance of your proposal, and links you to a department supervisor
- Always involves data collection and analysis (not just literature review)
• MSc Thesis Yvonne Bolsius (2015): Effect of tag-ons on recall and attitude towards the ad:
• In collaboration with MetrixLab
• IV: tag-ons (0, 1, 2)• DV: recall + attitude towards the ad
Sneak Preview - Master Thesis (II)
• Thesis Severine Hennissen (in prep): the role of personal search tasks:• Transactional tasks: “look for site to buy tickets”• Informational tasks: “look for site to find information
about tickets”
• In collaboration with Blue Mango interactive• Eye-tracking study, 2 group design, 5 different product
categories
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Sneak Preview - Master Thesis (III)
Gerdien Ridderbos, graduated summer 2015 MSc Marketing Research, Customer Intelligence Analysist @ Underlined, Thesis is nominated for the Generali Scriptieprijs
Some examples of MSc Theses…
• Fleur van der Heiden: “How to Increase Your Market Share in the Highly Competitive and Saturated Dutch Beer Market (A Broad Overview of the Drivers of Market Share in Retail)” (GfK)
• Rob van Tilborg: “Is it the fries or is it the price that makes people comes twice?” (GfK)
• Qianning Xia: “What are the influences of banner characteristics on the effectiveness of banner ads?” (MetrixLab)
• Yvonne Bolsius: “Advertising Repetition 2.0: How Tag-ons Affect the Attitude Towards the Ad and Recall of the Ad” (MetrixLab)
• Eveline Huisman: “How to get the most out of banner advertising: A systematic comparison of prospecting and retargeting” (Blue Mango Interactive)
• Gerdien Ridderbos: “Consumers’ Brand Image and Positioning Perceptions on Social Media” (Underlined)
• Experience and create online marketing campaigns using Google AdWords and Google+. Over 80,000 students and professors from almost 100 countries have participated in the past 7 years.
• With a $250 AdWords advertising budget provided by Google, students develop and run an online advertising campaign for a business or non-profit organization over a three week period.
Extra Curricular Activities
Extra Curricular Activities
• L’Oreal International Brandstorm case:• Business competition for students to unleash their creativity and apply
ground-breaking ideas to one of L'Oréal's international brands and distribution channels.
• Played by more than 70,000 students worldwide (with over 100 Universities)
• Work on real life challenges and be coached by top L'Oréal executives• Last year:
– Travel Retail assignment for Lancome– 6 TiU teams participated– April 1st: Campus Finals– April 30th: National Finals @ L’Oreal Headquarter Hoofddorp– June 18th : International Finals @ Paris
• In collaboration with TiSEM / TiU Career Services• General Skills
• CV building (e.g., session by Michael Page and Nike)• Personal Branding (e.g., session by L’Oreal)• Assessment (e.g., session by GITP)• …
• Program-specific Skills• Programmatic buying (e.g., session by Blue Mango)• SEO-SEA (e.g., session by OrangeValley)• …
Extra Curricular Activities – Career Prep
Extra Curricular Activities – Study Association Asset• Formal activities: Dutch Marketing Thesis Awards, The
International Marketing Expedition (TIME), Marketing Recruitment Day, Nationale Marketing Strijd, Markethings Week, Economic Business weeks Tilburg….
• Informal activities: Marketing Event, Commercial Night, Study Trip,…
Why Asset?• Get in touch with companies• Meet new people• CV building• Personal development
• And… lots of fun!
Minor Programs in Marketing
• 3rd year BSc program (BE / IBA)• Minor Marketing Management:
• Digital and Social Media Strategies• Services Marketing• Marketing@Work – focus on “small” data
• Minor Marketing Analytics:• Marketing Analytics for Big Data• Digital and Social Media Strategies• Marketing@Work – focus on “big” data
