Goizueta Business School of Emory University
Syndicated Data Analysis for Brand Scientists (ver. 2-22-2010)
Mid-Semester Module – March 2010
Room Feb.25-26: 204
Room Mar.1-2: W130
Douglas Bowman (404-727-5008; h: 404-851-9605)
514 GBS, Doug_Bowman@bus.emory.edu
http://www.goizueta.emory.edu/Faculty/DouglasBowman/index.html
Learning Objective
Give students hands-on experience using syndicated data to generate market insights, which in turn drive
actionable category and product/brand plans.
Desired Outcome
The improved marketing skills developed will lead to enhanced skill in developing relevant fact-based
customer-focused strategies and execution within the marketplace.
Readings
[1] Most are on GBS library e-reserves.
(https://ereserves.library.emory.edu/reserves2/index.php?cmd=viewReservesList&ci=54030)
[2] HBSP readings and cases are available for purchase through study.net. They have set up two
“courses”:
“BUS 571R/671R 7FP: Syndicated Data Analysis” has the three Harvard Business Review articles, and
“BUS 671R/671R 7FP: BRITA CASE ONLY: Syndicated Data Analysis” has the Brita case only.
[3] Business Insights reading: Get directly from library access page
(http://business.library.emory.edu/eresources/title/view.php?erid=40)
[4] Standard & Poor’s Net Advantage reading: Get directly from library access page
(http://business.library.emory.edu/eresources/title/view.php?erid=47)
Thurs. Feb.25 – Introduction; Promotion Analysis; Into to Market Response Analysis
8:30am-9:00am
Introduction
Notes: Syndicated Data Analysis for Brand Scientists
9:00am-10:15am
Scanner Data
Notes: Overview of Scanner Data
Exercise: Pancake Mix Exercise.pdf
Dataset: dh_pancake_mix.xlsx, IRI Factbook 2006 –
Pancake Mixes 2006.xlsx
Notes: Analyzing the Pancake Mix Data
Dataset: Pancake_mix Solution.xlsx
10:15am-10:30am
Break
10:30am-11:30am
Promotional Analysis
Reading: Abraham and Lodish (HBR 1990)
Exercise: Galaxy Dental Floss Case
Dataset: INFOSCAN.xlsx, DATA.pdf
Notes: Galaxy Dental Floss Promotion Analysis
11:30am-11:45am
Break
11:45am-12:45pm
Introduction to Market Response Analyses
Notes: Introduction to Market Response Analysis
Notes: Estimating Market Response Functions: Intro
Dataset: Millenery.xlsx
Readings
Abraham, Magid M. and Leonard M. Lodish (1990), “Getting the Most Out of Advertising and
Promotion,” Harvard Business Review, May-June, Reprint 90301.
Fri. Feb.26 – Market Response Analyses; Misc. Topics; Tools for Valuing Customers
12:30pm-1:30pm
Lab Session on Market Response Analysis
Exercise: Zesta Exercise.pdf
Dataset: Zesta.xlsx
Notes: Analyzing the Zesta Cracker Data
Dataset: Zesta Solution.xlsx
1:30pm-1:45pm
Model Validation
Notes: Model Validation
Dataset: Zesta Validation.xlsx
1:45pm-2:00pm
Break
2:00pm-2:30pm
Marketing Mix Response
Notes: Applications of Marketing Mix Models
Data: Cicada Nuggests.xlsx
2 – Syndicated Data Analysis for Brand Scientists
2:30pm-3:15pm
Misc. Topics: Functional Forms, Multicollinearity, Outliers,
Non-Standard Dependent Variables
Notes: Misc. Topics
Dataset: Dept Store.xlsx
3:15pm-3:30pm
Break
3:30pm-4:30pm
Tools for Valuing Customers
Reading: Hanssens et al (HBR 2008)
Notes: CRM Tools.pdf
Dataset: CRM Tools.xlsx
Exercise: CLV Exercise.pdf
Dataset: CLV Exercise.xlsx
Readings
Hanssens, Dominique M., Daniel Thorpe and Carl Finkbeiner (2008), “Marketing When Customer
Equity Matters,” Harvard Business Review, 86(5), 117-23.
Mon. Mar.1 – Social Media; Valuing Customers; Marketing Analytics; Experimentation
8:30am-9:45am
Guest speaker: Natasha Stevens, TNS-cymfony
Reading: Kaplan and Haenlein (BusHor 2010)
Reading: Mangold and Faulds (BusHor 2009)
9:45am-10:00am
Break
10:00am-11:15am
Case study: The Brita Products Company
Dataset: Brita.xlsx
11:15am-1:00pm
Lunch Break
1:00pm-2:00pm
Guest speaker: Roger Ares, BBDO Atlanta
View: www.bbdoatl.com
2:00pm-2:15pm
Break
2:15pm-3:15pm
Experimentation
Reading: Almquist and Wyner (HBR 2001)
Reading: Lodish and Riskey (Mkt Res 1997)
Notes: Experimental Design and Analysis
Dataset: One-Factor Expt.xlsx
Dataset: Wine Promo Expt.xlsx
3:15pm-3:45pm
Break
3:45pm-4:15pm
Lab Session on Category Analysis
Background Reading: Ailawadi et al.
Exercise: Store Brands – A Manufacturer’s Perspective
Dataset: PL_Data.xlsx
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Readings
Kaplan, Andreas M. and Michael Haenlein (2010), “Users of the World Unite! The Challenges and
Opportunities of Social Media,” Business Horizons, 53(1), 59-68.
Mangold, W. Glynn and David J. Faulds (2009), “Social Media: The New Hybrid Element of the
Promotion Mix,” Business Horizons, 5294), 357-365.
Case Study: The Brita Products Company, HBS #500-024.
Sorensen, Herb (2003), “The Science of Shopping,” Marketing Research, 15(3), 30-35.
Humby, Clive, Terry Hunt and Tim Phillips (2007), Scoring Points: How Tesco Continues to Win
Customer Loyalty, Sterling, VA: Kogan Page. Chapters 1 and 2.
Wall Street Journal (2007), “What Makes Tesco, Kroger More Than Just Rivals?,” December 24, pp.
B1,B3.
BusinessWeek (2008), “Getting Inside the Customer’s Mind,” September 11.
Almquist, Eric and Gordon Wyner (2001), “Boost Your Marketing ROI with Experimental Design,”
Harvard Business Review, October, 135-141.
Lodish, Leonard M. and Dwight R. Riskey (1997), “Making Ads Profitable,” Marketing Research, 9(4),
38-42.
Ailawadi, Kusum L., Koen Pauwels and Jan-Benedict E.M. Steenkamp (2008), “Private-Label Use and
Store Loyalty,” Journal of Marketing, 72(6), 19-30.
Tues. Mar.3 – Frequent Shopper Data; Reading Published Research
8:30am-9:45am
Guest speaker: Eric Lynch, dunnhumbyUSA
Reading: Sorenson (Mkt Res 2003)
Reading: Chap.1 and 2 from ‘Scoring Points’
Reading: WSJ, Dec.24, 2007
Reading: Businessweek, Sep.11, 2008
9:45am-10:00am
Break
10:00am-11:15am
Introduction to Reading Published Research Based on
Syndicated Data
Reading: Mace and Neslin (2004)
Reading: Berger and Milkman (2010)
Reading: NY Times, Feb.9, 2010
11:15am-11:30am
Break
11:30am-12:30pm
Please hold in case we need to catch-up.
Readings (discussed in class)
Sorensen, Herb (2003), “The Science of Shopping,” Marketing Research, 15(3), 30-35.
Humby, Clive, Terry Hunt and Tim Phillips (2007), Scoring Points: How Tesco Continues to Win
Customer Loyalty, Sterling, VA: Kogan Page. Chapters 1 and 2.
Wall Street Journal (2007), “What Makes Tesco, Kroger More Than Just Rivals?,” December 24, pp.
B1,B3.
4 – Syndicated Data Analysis for Brand Scientists
BusinessWeek (2008), “Getting Inside the Customer’s Mind,” September 11.
Mace, Sandrine and Scott A. Neslin (2004), “The Determinants of Pre- and Postpromotion Dips in Sales
of Frequently Purchased Goods,” Journal of Marketing Research, 41(3), 339-350.
Berger, Jonah and Katherine L. Milkman (2010), “Social Transmission and Viral Culture,” working
paper.
Available from: http://marketing.wharton.upenn.edu/documents/research/Virality.pdf
Popular press summary: http://www.nytimes.com/2010/02/09/science/09tier.html
Other Readings You May Want to Look at On Your Own
Ailawadi, Kusum L., Bari A. Harlam, Jacques César and David Trounce (2007), “Promotion Profitability
for a Retailer: The Role of Promotion, Brand, Category and Store Characteristics,” Journal of
Marketing Research, 43(4), 518-535.
Ailawadi, Kusum L., Donald R. Lehmann and Scott A. Neslin, (2001), “Market Response to a Major
Policy Change in the Marketing Mix: Learning from Procter & Gamble's Value Pricing Strategy,”
Journal of Marketing, 65(1), 44-61.
Bell, David R., Jeongwen Chiang and V. Padmanabhan (1999), “The Decomposition of Promotion
Response: An Empirical Generalization,” Marketing Science, 18(4), 504-526.
Bowman, Douglas and Hubert Gatignon (1996), “Order of Entry As A Moderator of the Effects of the
Marketing Mix on Market Share,” Marketing Science, 15(3), 222-242.
Bowman, Douglas, Carrie M. Heilman and P.B. Seetharaman (2004), “Determinants of Product-Use
Compliance Behavior,” Journal of Marketing Research, 41(3), 324-338.
Bronnenberg, Bart J., Sanjay K. Dhar and Jean-Pierre Dubé (2007), “Consumer Packaged Goods in the
United States: National Brands, Local Branding,” Journal of Marketing Research, 44(1), 4-13.
Danaher, Peter J., André Bonfrer and Sanjay Dhar (2008), “The Effect of Competitive Advertising
Interference on Sales for Packaged Goods,” Journal of Marketing Research, 45(2), 211-225.
Fader, Peter S. and Bruce G.S. Hardie (1996), “Modeling Consumer Choice Among SKUs,” Journal of
Marketing Research, 33(4), 442-452.
Heilman, Carrie M., Douglas Bowman and Gordon P. Wright (2000), “The Evolution of Brand
Preferences and Choice Behaviors of Consumers New to a Market,” Journal of Marketing Research,
37(2), 139-155.
Narasimhan, Chakravarthi, Scott A. Neslin and Subrata K. Sen (1996), “Promotional Elasticities and
Category Characteristics,” Journal of Marketing, 60(2), 17-30.
Sorescu, Alina B. and Jelena Spanjol (2008), “Innovation’s Effect on Firm Value and Risk: Insights from
Consumer Packaged Goods,” Journal of Marketing, 72(2), 114-132.
5 – Syndicated Data Analysis for Brand Scientists