Data Marketing

DATA MARKETING

Introduction to Marketing Research

Marketing research is the systematic and objective:

• Identification
• Collection
• Analysis
• Dissemination
• Use of information

…for the purpose of improving decision making related to the :

• Identification
• Solution of problems and opportunities in marketing

Marketing and statistics duet

Objective: processing data and analyzing them toward marketing concepts

Thanks to data-marketing, marketer can nowadays:

• Personalizes customers interactions
• Understands consumers and customers
• Segments customers
• More focuses marketing campaigns
• Facilitates product modifications

SESSION 1: Introduction and course’s presentation

SESSION 2: How to do a dataset and manage it with SPSS

SESSION 3: How can I do a simple marketing data analysis with SPSS

SESSION 4: How can I do a clustering and predictive analysis with a hierarchical model and regression on SPSS? (distance lesson)

SESSION 5: Final exam and Presentation session

Assessment:

• Individual mark (70%): final exam 50% + involvement 20%
• Group marks (30%)

INTRODUCTION

Big data and marketing are fatally linked

In french big data is named by: mégadonnées or données massives

Data is essential for marketing research. This allows us to study feelings, opinions, attitudes or behaviours of consumers (or customers).

Concept of 5 V’s big data leads digital marketing:

• Volume
• Velocity
• Variety
• Variability
• Value
• (Veracity sometimes)

It’s used for making prediction or for clustering:

• Prediction with regression models
• Clustering (classification) with hierarchical model, factor analysis... 🡪 market segmentation

Which variables we use in marketing?

• Feelings
• Knowledge
• Attitudes
• Behaviors
• Sociodemographic insights

Which measures can take variables?

• Qualitative

• Nominale (gender) 🡪 nombre qui représente une catégorie
• Ordinale (satisfaction) 🡪 ordre hiérarchique entre

• Quantitative

• Continue (weight)
• Discrète (number of people at home 🡪 nombre indivisible)

Qualitative nominale : signe astrologique, couleur

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