As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management ...concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume IV is divided into two parts - Retail and Statistics for Marketing Analytics. Retail delves into the various aspects of retail tracking, sales and distribution, retail analytics, and category management.The chapter on retail tracking covers in detail the processes that make up a retail measurement service, including the metrics supported by the service, the key benefits of the service, and how the data is interpreted.The sales and distribution chapter covers five key managerial objectives - building distribution, targeting the right channels and chains, optimizing assortment, securing retailer support, and managing stocks in trade.The retail analytics chapter covers a range of diagnostic analytic tools used to extract insights from disaggregate outlet-level data.Category management offers a framework for retailers to manage their business and for suppliers to understand the dynamics of trade marketing.Statistics for Marketing Analytics covers basic statistics, sampling, and marketing mix modelling. It aims to equip readers with the statistical knowledge and tools necessary to analyse and interpret marketing data. The chapters in this part provide a comprehensive understanding of statistical methods and their applications in marketing analytics, including sampling techniques, probability distributions, hypothesis testing, and regression analysis.
As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management ...concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume III is entirely dedicated to digital marketing. The first chapter, New Media, covers the impact of new media on the social, political and marketing landscape. It outlines the new rules and perspectives, leaving readers with a clear understanding of how they must adapt to succeed in the digital age.The Digital Marketing chapter covers a wide range of topics related to digital tools, techniques, processes, as well as the opportunities and challenges of digital marketing. A set of chapters on social media highlight best practices to adopt on each of the networks - Facebook, Twitter, Instagram, YouTube and LinkedIn.Search Engine Optimization (SEO) covers on-page and off-page optimization to increase inbound traffic and channel it through the digital marketing funnel. Web Analytics covers the processes that constitute a web analytics system and deals with the use of web analytics platforms such as Google Analytics to assess the effectiveness of digital marketing in attracting and converting prospects.Search Advertising covers advertising on search engines to draw prospects and lead them through the digital marketing funnel. It covers topics such as the Google auction, keyword strategies, and practices to improve the effectiveness of search advertising.The final chapter, Digital Execution, serves as a comprehensive guide to developing and executing digital marketing plans.
As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management ...concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume I is focused on Brand and Consumer. Part I of this volume is dedicated to understanding the concepts and methods of brand sensing and brand equity. It delves into the analytic techniques used to track and profile brand image, and explains the key components of brand equity, how to measure it, and what factors drive it. It provides readers with a comprehensive framework for measuring and understanding brand equity and the tools to pursue its growth.Part II of this volume focuses on understanding consumers through qualitative and quantitative research methods, segmentation, customer satisfaction, customer value management, consumer panels, consumer analytics and big data. The volume covers the analytic tools used to extract insights from consumer transactions, which are becoming increasingly important in today's data-driven world. It also covers the use of consumer analytics and big data specifically within consumer markets.
The Internet is often hyped as a means to enhanced consumer power: a hypercustomized media world where individuals exercise unprecedented control over what they see and do. That is the scenario media ...guru Nicholas Negroponte predicted in the 1990s, with his hypothetical online newspaperThe Daily Me-and it is one we experience now in daily ways. But, as media expert Joseph Turow shows, the customized media environment we inhabit today reflectsdiminishedconsumer power. Not only ads and discounts but even news and entertainment are being customized by newly powerful media agencies on the basis of data we don't know they are collecting and individualized profiles we don't know we have. Little is known about this new industry: how is this data being collected and analyzed? And how are our profiles created and used? How do you know if you have been identified as a "target" or "waste" or placed in one of the industry's finer-grained marketing niches? Are you, for example, a Socially Liberal Organic Eater, a Diabetic Individual in the Household, or Single City Struggler? And, if so, how does that affect what you see and do online?
Drawing on groundbreaking research, including interviews with industry insiders, this important book shows how advertisers have come to wield such power over individuals and media outlets-and what can be done to stop it.
We study the relative importance of online word of mouth and advertising on firm performance over time since product introduction. The current research separates the
volume
of consumer-generated ...online word of mouth (OWOM) from its
valence
, which has three dimensions-attribute, emotion, and recommendation oriented. Firm-initiated advertising content is also classified as attribute or emotion advertising. We also shed light on the role played by advertising content on generating the different types of OWOM conversations. We use a dynamic hierarchical linear model (DHLM) for our analysis. The proposed model is compared with a dynamic linear model, vector autoregressive/system of equations model, and a generalized Bass model. Our estimation accounts for potential endogeneity in the key measures. Among the different OWOM measures, only the valence of recommendation OWOM is found to have a direct impact on sales; i.e., not all OWOM is the same. This impact increases over time. In contrast, the impact of attribute advertising and emotion advertising decreases over time. Also, consistent with prior research, we observe that rational messages (i.e., attribute-oriented advertising) wears out a bit faster than emotion-oriented advertising. Moreover, the volume of OWOM does not have a significant impact on sales. This suggests that, in our data, "what people say" is more important than "how much people say." Next, we find that recommendation OWOM valence is driven primarily by the valence of attribute OWOM when the product is new and driven by the valence of emotion OWOM when the product is more mature. Our brand-level results help us classify brands as consumer driven or firm driven, depending on the relative importance of the OWOM and advertising measures, respectively.
Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and ...within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research.
Jewish Mad Men Steinberg, Kerri P
2015, 20150216, 2015-02-16
eBook
It is easy to dismiss advertising as simply the background chatter of modern life, often annoying, sometimes hilarious, and ultimately meaningless. But Kerri P. Steinberg argues that a careful study ...of the history of advertising can reveal a wealth of insight into a culture. InJewish Mad Men, Steinberg looks specifically at how advertising helped shape the evolution of American Jewish life and culture over the past one hundred years.
Drawing on case studies of famous advertising campaigns-from Levy's Rye Bread ("You don't have to be Jewish to love Levy's") to Hebrew National hot dogs ("We answer to a higher authority")-Steinberg examines advertisements from the late nineteenth-century in New York, the center of advertising in the United States, to trace changes in Jewish life there and across the entire country. She looks at ads aimed at the immigrant population, at suburbanites in midcentury, and at hipster and post-denominational Jews today.
In addition to discussing campaigns for everything from Manischewitz wine to matzoh,Jewish Mad Menalso portrays the legendary Jewish figures in advertising-like Albert Lasker and Bill Bernbach-and lesser known "Mad Men" like Joseph Jacobs, whose pioneering agency created the brilliantly successful Maxwell House Coffee Haggadah. Throughout, Steinberg uses the lens of advertising to illuminate the Jewish trajectory from outsider to insider, and the related arc of immigration, acculturation, upward mobility, and suburbanization.
Anchored in the illustrations, photographs, jingles, and taglines of advertising,Jewish Mad Menfeatures a dozen color advertisements and many black-and-white images. Lively and insightful, this book offers a unique look at both advertising and Jewish life in the United States.
Mobile advertising is one of the fastest-growing advertising formats. In 2013, global spending on mobile advertising was approximately $16.7 billion, and it is expected to exceed $62.8 billion by ...2017. The most prevalent type of mobile advertising is mobile display advertising (MDA), which takes the form of banners on mobile web pages and in mobile applications. This article examines which product characteristics are likely to be associated with MDA campaigns that are effective in increasing consumers' (1) favorable attitudes toward products and (2) purchase intentions. Data from a large-scale test-control field experiment covering 54 U.S. MDA campaigns that ran between 2007 and 2010 and involved 39,946 consumers show that MDA campaigns significantly increased consumers' favorable attitudes and purchase intentions only when the campaigns advertised products that were higher (vs. lower) involvement and utilitarian (vs. hedonic). The authors explain this finding using established theories of information processing and persuasion and suggest that when MDAs work effectively, they do so by triggering consumers to recall and process previously stored product information.
Researchers and practitioners devote substantial effort to targeting banner advertisements to consumers, but they focus less effort on how to communicate with consumers once targeted. Morphing ...enables a website to learn, automatically and near optimally, which banner advertisements to serve to consumers to maximize click-through rates, brand consideration, and purchase likelihood. Banners are matched to consumers based on posterior probabilities of latent segment membership, which are identified from consumers' clickstreams.
This paper describes the first large-sample random-assignment field test of banner morphing-more than 100,000 consumers viewed more than 450,000 banners on CNET.com. On relevant Web pages, CNET's click-through rates almost doubled relative to control banners. We supplement the CNET field test with an experiment on an automotive information-and-recommendation website. The automotive experiment replaces automated learning with a longitudinal design that implements morph-to-segment matching. Banners matched to cognitive styles, as well as the stage of the consumer's buying process and body-type preference, significantly increase click-through rates, brand consideration, and purchase likelihood relative to a control. The CNET field test and automotive experiment demonstrate that matching banners to cognitive-style segments is feasible and provides significant benefits above and beyond traditional targeting. Improved banner effectiveness has strategic implications for allocations of budgets among media.
The authors examine whether the growth of the Internet has reduced the effectiveness of government regulation of advertising. They combine nonexperimental variation in local regulation of offline ...alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 people. The results show that people are 8% less likely to say that they will purchase an alcoholic beverage in states that have alcohol advertising bans compared with states that do not. For consumers exposed to online advertising, this gap narrows to 3%. There are similar effects for four changes in local offline alcohol advertising restrictions when advertising effectiveness is observed both before and after the change. The effect of online advertising is disproportionately high for new products and for products with low awareness in places that have bans. This suggests that online advertising could reduce the effectiveness of attempts to regulate offline advertising channels because online advertising substitutes for (rather than complements) offline advertising.
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