Session Agenda
• Company Case – Fitbit: Riding the Fitness
Wave to Glory
• Chapter 4 – Managing Marketing Information to
Gain Customer Insights
• Class Activity – Online, Mobile, and Social
Media Marketing: Online Snooping
Figure out the Macro-environment Factor(s)
Figure out the Macro-environment Factor(s)
Company Case – Fitbit: Riding the
Fitness Wave to Glory
1. Do you exercise?
2. How much importance do you place on
wellness?
3. Do you use a wearable fitness device?
4. What are the biggest reasons why you use
one? Or, why have you not adopted one?
5. For those who own one: What things do you
like/not like about your fitness device?
6. For those who do not own one: What would it
take for you to adopt the use of a wearable
fitness device?
Company Case – Fitbit: Riding the Fitness
Wave to Glory
1. What micro-environmental factors have
affected Fitbit since it opened for business?
2. What macro-environmental factors have
affected Fitbit?
3. What factors in the marketing environment
not mentioned in this case could affect Fitbit?
Chapter Four
Managing Marketing Information to
Gain Customer Insights
Learning Objectives
Topic Outline
• Assessing Marketing Information Needs
• Developing Marketing Information
• Marketing Research
• Analyzing Marketing Information
• Distributing and Using Marketing Information
• Other Marketing Information Considerations
Stevenage Challenge
Marketing Information and
Customer Insights
Customer Insights are:
• Fresh and deep insights into customers needs and
wants
• Difficult to obtain
• Not obvious
• Customer’s unsure of their behavior
• Not derived from more information but better
information and more effective use of existing
information
Marketing Information and
Customer Insights
Marketing Information Systems (MIS)
Marketing information system (MIS) consists of
people and procedures for:
• Assessing the information needs
• Developing needed information
• Helping decision makers use the information for
customer
Developing Marketing Information
Marketers obtain information from
Internal data
Marketing intelligence
Marketing research
Developing Marketing Information
Marketing Research
Defining the Problem and Research Objectives
Exploratory research
Descriptive research
Causal research
Developing Marketing Information
Marketing Research
Written Research Plan Includes:
Management problem
Research objectives
Information needed
How the results will help
management decisions
Budget
What are the possible problem areas that
the firm should be investigating?
• Mitchell: I think we all know why we’re here. Our last advertising campaign, which
cost over $5m, has not had any real impact on our sales levels. We need to find out
what went wrong and fast!
• Lyn: Well to do that we will need to conduct some market research; I’ll brief the
research agency straight after this meeting.
• Caitlin: But what are they going to research? This situation could have been caused
by a number of factors. For instance, it could have been the media buy, or the ads
themselves, or the fact that we just used television ads without any other support.
• Garrett: Maybe it wasn’t the ads at all. It could have been more aggressive
competitor activities over the past few months.
• James: Or maybe it was something that we did. Did we change our pricing during
the period? Did we reduce sales promotions because the money was going into
heavy advertising instead?
• Wilson: I’ll have to check those details, but it’s a possibility. If we did reduce our
sales promotions, then maybe we don’t have a problem at all. Perhaps our
advertising has increased the value of the brand and we are now selling the same as
before without the need to offer discounts and incentives.
• Mitchell: OK, there are a number of possibilities. Let’s start by making a list of all of
the possibilities. Then we’ll review the list and identify the most likely problem areas
for further research.
Developing Marketing Information
Marketing Research
Implementing the Research Plan
Collecting the information
Processing the information
Analyzing the information
Interpret findings
Draw conclusions
Report to management
Other Marketing Information
Considerations
Marketing Research in Small Businesses
and Nonprofit Organizations
International Market Research
Public Policy and Ethics
• Customer privacy
• Misuse of research findings
Online, Mobile, and Social Media Marketing:
Online Snooping
Every second of every day, personal information is being
indexed and processed. Every device we use has a unique
address which is being broadcast as long as you have
wireless networking switched on. Many of us do not even
realize that programs exist to find every picture you may have
ever posted online. They can also pinpoint exactly where you
were when you uploaded them. If you haven’t set the right
privacy settings, it will become fairly easy to work out exactly
where you live, your habits and when you are at home and
when you are out. Some services are specifically designed to
scare people about the information they are unintentionally
leaking to the world, such as [Link]. This shows
you whether you are sharing your location and prompts you to
change your privacy settings.
Follow-up Questions
1. Make a detailed list of all the Web sites, online
forums, social networks, and other Web pages
you have visited this week. What data have
you left that could be of value to marketers?
2. Monetizing relevant data is the key to revealing
its true value. Should marketers have access
to the personal information of billions of
people who use the Internet?