市场分析实务

LESSON 2: “Preparing for the Analysis Journey”5Primary business objectives analysiscan address5Primary categoriesof marketing dataanalysisKey questionsmust clearly tie tobusiness objectiveMany tools areavailable in eachanalysis categoryDocumentingyour plan is criticalto successBeing clear and singular on your objective is paramountBuild AwarenessInfluenceConsiderationImproveSales ProcessRepositionthe BrandGrowLoyaltyBeing clear and singular on your objective is paramountBuild AwarenessInfluenceConsiderationImproveSales ProcessDo consumers recall and recognize my brand?Do my products satisfyconsumers’ needs?Do my sales efforts resultin wins for my brands?Do the experiences I deliver fulfill customer expectations?Do consumers advocate for my brand?GrowLoyaltyReposition the BrandDo customersadvocatefor my brand?Do the experiences Ideliver fulfill customerexpectations?Do my salesefforts result inwins for mybrands?consumers’needs?Do consumersrecall andrecognize mybrand?What createsthe consumerneed?Do customersadvocatefor my brand?Do the experiences Ideliver fulfill customerexpectations?Do my salesefforts result inwins for mybrands?Do consumersrecall andrecognize mybrand?What createsthe consumerneed?consumers’needs?Voice of Customer (Brand Advocacy)Voice of Customer (Experience Surveys)Experimentation /TestingClickstreamAnalysis CompetitiveIntelligence Outcomes AnalysisKaushik offers a comprehensive set of affordable gadgetsClickstream Analysis‣Yahoo! Web Analytics‣Google Analytics‣Piwik‣Feedburner*‣Google Webmaster Tools*‣Bing Webmaster Tools* Outcomes Analysis‣Mongoose Metrics‣ifbyphone‣LivePersonVoice of Customer‣Qualaroo (formerlyKissInsights)‣‣‣Concept Feedback‣Bounce*‣Google ConsumerSurveys*Kaushik offers a comprehensive set of affordable gadgetsExperimentation / T esting‣Google Website Optimizer‣Optimizely*‣AdWords Campaign Experiments* CompetitiveIntelligence‣Compete‣AdWords KeywordTool‣Google Trends*‣Google Correlate*Misc EmergingAnalytics‣Klout‣AnalyzeWords‣Topsy*‣TweetBinder*‣Think with Google*Documenting your plan at this stage is critical to success BusinessObjective Key Question Data —> Source(s)*Documenting your plan at this stage is critical to success BusinessObjective Key Question Data —> Source(s)*GrowLoyaltyDocumenting your plan at this stage is critical to success BusinessObjective Key Question Data —> Source(s)*Grow Loyalty How has consumer interest in our brand trended over time?Documenting your plan at this stage is critical to success BusinessObjective Key Question Data —> Source(s)*Grow Loyalty How has consumer interest inour brand trended over time?Search Volume —> Google TrendsCustomer Inquiries —>CSR DatabaseDocumenting your plan at this stage is critical to success BusinessObjective Key Question Data —> Source(s)*Grow Loyalty How has consumer interest inour brand trended over time?Search Volume —> Google TrendsCustomer Inquiries —>CSR DatabaseWhat consumer group isour strongest advocate?Documenting your plan at this stage is critical to success BusinessObjective Key Question Data —> Source(s)*Grow Loyalty How has consumer interest inour brand trended over time?Search Volume —> Google TrendsCustomer Inquiries —>CSR DatabaseWhat consumer group isour strongest advocate?Consumer Groups —> SegmentationStudyTwitter Volume —> Twitter APIDocumenting your plan at this stage is critical to success BusinessObjective Key Question Data —> Source(s)*Grow Loyalty How has consumer interest inour brand trended over time?Search Volume —> Google TrendsCustomer Inquiries —>CSR DatabaseWhat consumer group isour strongest advocate?Consumer Groups —> SegmentationStudyTwitter Volume —> Twitter APIWhich marketing programshave grown advocacy?Documenting your plan at this stage is critical to success BusinessObjective Key Question Data —> Source(s)*Grow Loyalty How has consumer interest inour brand trended over time?Search Volume —> Google TrendsCustomer Inquiries —>CSR DatabaseWhat consumer group isour strongest advocate?Consumer Groups —> SegmentationStudyTwitter Volume —> Twitter APIWhich marketing programshave grown advocacy?Marketing Events —>Company Intranet SiteHashtag Volume —> TopsyLESSON 2: “Preparing for the Analysis Journey”5Primary business objectives analysiscan address5Primary categoriesof marketing dataanalysisKey questionsmust clearly tie tobusiness objectiveMany tools areavailable in eachanalysis categoryDocumentingyour plan is criticalto successSupplemental reading for this lessonBest Web Analytics 2.0 Tools: Quantitative, Qualitative, Life Saving!:/avinash/best-web-analytics-tools-quantitative-qualitative/Hollywood Tracks Social Media Chatter toTarget Hit Films:/2014/12/08/business/media/hollywood-tracks-social-media-chatter-to-target-hit-films.htmlReferences1.David Court, Dave Elzinga, Susan Mulder, and Ole JørgenVetvik. 2009. “The Consumer Decision Journey”. Retrievedfrom /insights/marketing_sales/the_consumer_decision_journey2.Avinash Kaushik. 2010. “Best Web Analytic Tools”.Retrieved from /guides/12/2010/11-best-web-analytics-tools.html。