Marketing Analytics

The book titled “Marketing Analytics” offers a comprehensive overview of marketing analytics, covering key concepts and practical applications. First Unit introduces the fundamentals of marketing analytics, including market insight techniques such as PESTLE trend analysis and Porter’s five forces analysis. It delves into market segmentation and positioning strategies. Second Unit focuses on competitive analysis and business strategy, discussing competitor identification, intelligence gathering, and strategic model selection. It also covers forecasting methods and performance evaluation tools like the balanced scorecard. Third Unit explores product, service, and price analytics, discussing models like conjoint analysis and decision trees. It examines pricing techniques, assessment methods, and strategies for different markets. Fourth Unit addresses distribution and promotion analytics, covering topics such as retail location selection, distribution channel evaluation, and promotion budget allocation. It also discusses metrics for evaluating promotion effectiveness across traditional and social media channels. Fifth Unit delves into advanced analytics techniques like market basket analysis and text analytics. It also discusses spreadsheet modelling and sales analytics, particularly focusing on e-commerce sales metrics and profitability analysis. Overall, the book provides a comprehensive guide to leveraging analytics for making informed marketing decisions, with a focus on practical applications and real-world examples.

Contents –

1. Introduction to Marketing Analytics
1.1 Marketing Analytics
1.1.1 Nature of Marketing Analytics
1.1.2 Scope of Marketing Analytics
1.1.3 Types of Marketing Analytics
1.1.4 Use of Marketing Analytics
1.1.5 Merits and Demerits of Marketing Analytics
1.1.6 Advanced Marketing Analytics Techniques
1.2 Models and Metrics
1.2.1 Marketing Analytics Metrics
1.2.2 Significance of Marketing Metrics
1.3 Market Insights
1.4 Market Data Sources
1.5 Market Sizing
1.5.1 Market Sizing Methodologies and Techniques
1.6 PESTLE Trend Analysis
1.7 Porter’s Five Forces Analysis
1.8 Market Segmentation
1.8.1 Principles of Segmentation
1.8.2 Importance of Market Segmentation
1.8.3 Types of Segmentation
1.9 Market Identification and Positioning
1.9.1 Market Identification
1.9.2 Market Positioning
1.10 Summary
1.11 Questions
1.12 References

2. Competitive Analysis and Business Strategy
2.1 Competitor Identification
2.2 Intelligence Gathering
2.3 Intelligence Analysis and Strategy
2.3.1 Intersection of Intelligence Analysis and Strategy
2.4 Analytics-Based Strategy Selection
2.5 Strategic Models
2.5.1 Porter’s Five Forces
2.5.2 SWOT Analysis
2.5.3 BCG Growth-Share Matrix
2.5.4 Ansoff Matrix
2.5.5 Value Chain Analysis
2.5.6 Balance Theory
2.5.7 Game Theory
2.5.8 Customer Lifetime Value (CLV)
2.5.9 Market Segmentation and Targeting
2.6 Summary
2.7 Questions
2.8 References

3. Product Service and Price Analytics
3.1 Conjoint Analysis Model
3.2 Decision Tree Model
3.3 Portfolio Resource Allocation
3.4 Pricing Techniques in Marketing Analytics
3.5 Pricing Assessment
3.6 Pricing for Business Markets in Analytics
3.7 Price Discrimination
3.8 Summary
3.9 Questions
3.10 References

4. Distribution and Promotion Analytics
4.1 Retail Location Selection
4.1.1 Factors Influencing Retail Location Decision
4.1.2 Techniques for Analysing Potential Retail Locations
4.2 Overview of Distribution Channels
4.2.1 Types of Distribution Channels
4.2.2 Evaluating the Effectiveness of Distribution Channels
4.2.3 Distribution Channel Evaluation
4.2.4 Multi-channel Distribution
4.2.5 Multi-channel Distribution Strategies and their Benefits and Challenges
4.3 Role of Promotion in Retial Marketing
4.3.1 Approaches in Setting Promotion Budgets
4.3.2 Factors Influencing Promotion Budget Allocation
4.3.3 Tools and Techniques for Optimizing Promotion Budget Allocation
4.4 Summary
4.5 Questions
4.6 References

5. Introduction to Sales Analytics in E-Commerce
5.1 Introduction to Sales Analytics in E-Commerce
5.2 Importance of Sales Analytics in E-Commerce
5.3 Market Basket Analysis: Definition and Objectives
5.4 Association Rule Mining
5.5 Apriori Algorithm
5.6 Association Rule Generation
5.7 Introduction to Text Analytics
5.8 Sentiment Analysis
5.9 Topic Modelling
5.10 Applications in E-commerce: Customer Feedback Analysis, cSocial Media Monitoring
5.11 Spread Sheet Modelling for Sales Analytics
5.12 Formulas and Functions for Sales Metrics Calculation
5.13 Pivot Tables and Charts for Data Analysis and Visualization
5.14 Scenario Analysis and Sensitivity Analysis
5.15 Key Performance Indicators
5.16 Calculation of Profitability Metrics
5.17 Gross Margin Analysis
5.18 Contribution Margin Analysis
5.19 Break-Even Analysis
5.20 Customer Service Metrics
5.21 Customer Satisfaction Score, Order Fulfilment Rate, Inventory Turnover Ratio
5.22 Summary
5.23 Questions
5.24 References