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Synd Data Syl 2-22-2010

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					                            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


                           3 – Syndicated Data Analysis for Brand Scientists
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

				
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