Capturing Marketing Insights
W. Rofianto
Marketing Information System
A MIS consists of people, equipment, and procedures to gather,
sort, analyze, evaluate, and distribute needed, timely, and
accurate information to marketing decision makers.
Internal Records
Marketing Intelligence
A marketing intelligence
system is a set of procedures
and sources that managers
use to obtain everyday
information about
developments in the
marketing environment.
Sources of Competitive Information
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Independent customer goods and service review forums
Distributor or sales agent feedback sites
Combination sites offering customer reviews and expert opinions
Customer complaint sites
Public blogs
Steps to Quality Marketing Intelligence
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Train sales force to scan for new developments
Motivate channel members to share intelligence
Hire external experts to collect intelligence
Network externally
Utilize a customer advisory panel
Utilize government data sources
Purchase information
Estimating Future Demand
• Survey of Buyers’ Intentions
• Composite of Sales Force Opinions
• Expert Opinion
• Past-Sales Analysis
• Market-Test Method
Marketing Research
The American Marketing Association (AMA)
redefined Marketing Research as:
The function that links
the consumer, the customer, and public
to the marketer
through Information
Types of Research
Research Design
Conclusive
Research Design
Exploratory
Research Design
Descriptive
Research
Cross-Sectional
Design
Causal Research
Longitudinal
Design
Marketing Metrics
External
Internal
• Awareness
• Awareness of goals
• Market share
• Commitment to goals
• Relative price
• Active support
• Number of complaints
• Resource adequacy
• Customer satisfaction
• Desire to learn
• Distribution
• Willingness to change
• Total number of customers
• Freedom to fail
• Loyalty
• Autonomy
Marketing metrics are the set of measures that helps marketers
quantify, compare, and interpret marketing performance.
Sample Customer-Performance Measures
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% of new customers to average #
% of lost customers to average #
% of win-back customers to average #
% of customers in various levels of satisfaction
% of customers who would repurchase
% of target market members with brand recall
% of customers who say brand is most preferred
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