Marketing Database Analytics

According to Drucker, the overriding objective of any business is to

create a customer given that, it follows that marketing has three
(3) primary goals:
1. New customer acquisition (persuasion);
2. Current customer retention (persuasion);
3. Marketing mix optimization (economic rationalization);

In view of the above, the goal of marketing database analytics is to

contribute to the creation of informational advantage by providing
an ongoing flow of decision-guiding, competitively-advantageous
knowledge.

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 Knowledge: Explicit vs. Tacit

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
Knowledge as a Source of Competitive Advantage

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 The Creation of Explicit Knowledge

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 The Data Information Knowledge Continuum

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
Process Foundation: The General Systems Model

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 The General Systems Model and the Logic of
Marketing Database Analytics

correlation vs. causation

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 The Same MDA Logic Shown Differently

Exploration

Update Explanation

MDA

Validation Prediction

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 From the General Systems Model to
the Marketing Database Analytics (MDA) Process

Exploratory Behavioral Incrementality

Segmentation
Analyses Predictions Measurement

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
The Marketing Database Analytics (MDA) Process

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
The Marketing Database Analytics (MDA) Process:
Process Skills Tools

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 Data Exploration vs. Hypothesis Testing
Data exploration: Open-ended search for relationships.
No or non-specific pre-existing beliefs;
Early knowledge-creation steps;
An attempt to reach beyond what is currently
known;
Hypothesis testing: Confirming currently held beliefs.
Focused on specific, pre-existing beliefs;
More advanced knowledge-creation steps;
An attempt to validate what is currently
believed;
Predictive analytics: a special case of hypothesis testing.
Purpose-driven: churn; response;
Uniqueness, not generalizability focused;
Demands ongoing refresh;
Efficacy directly measurable;
Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 Exploration vs. Explanation/Prediction

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 The Importance of Analytic Planning

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 An Analytic Planning Template

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 Getting to Know the Data

Data can be:

Root or derived
Qualitative or quantitative

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 Datas Analysis-Readiness

In business, the vast majority of data is a byproduct of electronic transaction

processing, computer/network connectivity and other processes, due to
which it is rarely captured in analysis-ready form.

Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
Unstructured Text Processing

Facebook
Page
Twitter
Page Customer Sat
Survey
Comments
Call
Center Services

Notes,
Quality Cost Friendliness
Voice

Competitors
Facebook
Public Web Sites,
Pages
Discussion Boards,
Email
Product Reviews
Blogs Alerts,
Adhoc Real-time
Feedback Action

18
Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
Source: Banasiewicz, Andrew D., Marketing Database Analytics, 2013, Routledge, New York, NY. All Rights Reserved.
 What is Information Governance?
Information Governance
PREVENTS

Garbage Garbage
In Out

BY
ENCOMPASSING
Data Stewardship Report Governance
Data Quality
Metric Governance
Data Governance
Master Data Management
Data Stewards for Master Data Hubs
Customer, Vendor, Product, Location, Employee, G/L Accounts

CREATING SIGNIFICANT
22
Source: Banasiewicz, Andrew D., MarketingBUSINESS
Database Analytics,VALUE
2013, Routledge, New York, NY. All Rights Reserved.