Data Applications for Marketing Decision-making

Total Running Time: 08:06

Data Applications for Marketing Decision-making

Financial Evaluation of the Firm’s Go-to-Market Strategies

Total Running Time: 06:22

Financial Evaluation of the Firm’s Go-to-Market Strategies

Making the Marketing Program Go/No Go Decision

Total Running Time: 08:25

Making the Marketing Program Go/No Go Decision

Market Positioning for Competitive Advantage

Total Running Time: 09:40

conducting market research, customer market segment, customer value propositions, positioning the brand, statistical techniques, understanding customer perception, value creation

Market Positioning for Competitive Advantage

Marketing Contribution to Shareholder Value

Total Running Time: 06:36

Marketing Contribution to Shareholder Value

Measuring Shareholder Value Creation – Net Present Value Model

Total Running Time: 10:54

deriving period free cash flows, FCFs, interpreting NPV results, measuring investment returns, NPV, setting firm discount rate

Measuring Shareholder Value Creation – Net Present Value Model

Metrics for Media and Message Effectiveness

Total Running Time: 10:10

comm tracking metrics, communication effectiveness tracking, Communication Process

Metrics for Media and Message Effectiveness

Selecting Appropriate Metrics for Program Tracking

Total Running Time: 06:36

Selecting Appropriate Metrics for Program Tracking

The Firm’s CRM System sources and Uses of Data

Total Running Time: 05:01

The Firm’s CRM System sources and Uses of Data

The Firm’s Deal Pipeline

Total Running Time: 05:56

The Firm’s Deal Pipeline

The Firm’s WACC as the Benchmark for Program Performance

Total Running Time: 07:27

The Firm’s WACC as the Benchmark for Program Performance

The Firms Growth Strategies – Pioneering and Challenging

Total Running Time: 12:00

growth phase, marketing mix, product life cycle, sustainable market position

The Firms Growth Strategies – Pioneering and Challenging

The Marketing Communications Budget

Total Running Time: 08:04

advertising, advertising agency, budgeting methods, communication objectives, elements of the communication budget, media costs, paid communications, unpaid communications

The Marketing Communications Budget

The Uses and Limitations of Data For Brand Management

Total Running Time: 10:54

brand management, brand metrics, Consumers, hierarchy of effects model

The Uses and Limitations of Data For Brand Management

Tracking Prospective Customers’ Bias to Action

Total Running Time: 09:26

affective response, cognitive response, conative response, hierarchy of effects model, metric tracking, uses of metrics

Tracking Prospective Customers’ Bias to Action

Using CRM Data for Evaluating Competitive Risk

Total Running Time: 06:19

Using CRM Data for Evaluating Competitive Risk

Zero-based Budgeting

Total Running Time: 08:12

applied budgeting, traditional budgeting approaches, trend based budgeting

Zero-based Budgeting