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Tag "marketing"

How to grow a premium brand without killing its soul

    How to grow a premium brand without killing its soul

Managers of premium brands face a perennial dilemma. How do you grow a premium brand without killing its soul – the unique brand cachet that attracts its core high price paying customers – even as you seek to expand sales to the masses by offering lower prices? In recent years, outlet stores located hours away from glitzy shopping districts, selling off-season and lower tier merchandise at a fraction of regular retail prices, have proliferated and become significant sources of revenues. The conventional wisdom is that relying on revenues from outlet stores can destroy the brand’s cachet over time. But according to a forthcoming study in the INFORMS journal Marketing Science, a leading scholarly marketing journal, outlet stores may actually help improve the brand’s cachet.

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E-commerce platforms should focus on sellers, not buyers

    E-commerce platforms should focus on sellers, not buyers

E-commerce platforms such as Uber and eBay, which link sellers and buyers, face the perennial dilemma of what is more lucrative, supporting the needs of the buyers or the sellers.

The traditional belief has been that it is more important to focus on buyers, who create demand, than on sellers. A forthcoming study in the INFORMS journal Marketing Science, sheds new light on this dilemma with the discovery that sellers are in fact 3.5 times more impactful than buyers in driving growth of e-commerce platforms.

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Gartner: Four forces driving a data-centric future for marketers

The convergence of marketing technology (Martech) and advertising technology (Adtech), event-triggered and real-time marketing techniques, personalization and the use of contextual clues are the four key forces that point to a data-centric future for marketers, according to a recent report from Gartner.

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Study: Consumers buy close to what they first searched online

    Study: Consumers buy close to what they first searched online

Given the ease of online search, consumers can explore and discover hundreds of available items in any category. Retailers and advertisers are keen to influence the search and final purchase through better product recommendations and targeted advertising. A forthcoming article in the INFORMS journal Marketing Science studies online search and purchase behavior of consumers in the digital camera category and finds that even though consumers may search for extended periods of time, what they purchase tends to be remarkably close to items they searched and found in their very first search.

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Democratization of analytics: New frontier of data economy

    Democratization of analytics: New frontier of data economy

Analytics influence every aspect of our existence, from the way we think and behave to how we work and do business. Every second, millions of records are generated by organizations, on social media and in the consumer space, leading to a humungous explosion of data of at least 2.5 quintillion bytes [1] produced every day. By the year 2020 we are expected to see a 4,300 percent increase in the annual data generation [2]. Google alone processes 3.5 billion searches per day and houses 10 exabytes of data.

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Marketing Metrics: Leveraging predictive analytics to estimate customer lifetime value

    Marketing Metrics: Leveraging predictive analytics to estimate customer lifetime value

Customer lifetime value (CLV) is not a new tool for marketers. Its application has been used for decades to understand a customer’s financial value.

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Big data in marketing analytics

    Big data in marketing analytics

November/December 2015 By Mousumi Ghosh Big data is the biggest game-changing opportunity and paradigm shift for marketing since the invention

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Corporate Profile: Analytics Operations Engineering, Inc.

November/December 2014 Consulting firm applies advanced quantitative methods to solve challenging operations problems. By Mitchell Burman and Lauren Berk As

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Predictive Analytics: TV ads, Wanamaker’s dilemma & analytics

John Wanamaker, the father of modern advertising, famously stated in the early 20th century, “I know that half of my advertising dollars are wasted … I just don’t know which half.” Unfortunately, as marketing, advertising and media move at warp speed, the dilemma of this old adage has only gotten worse for even the most sophisticated advertisers.

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Analytics Blog

Electoral College put to the math test


With the campaign two months behind us and the inauguration of Donald Trump two days away, isn’t it time to put the 2016 U.S. presidential election to bed and focus on issues that have yet to be decided? Of course not.


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Headlines

Study: Salaries for early career data scientists decrease for first time

Salaries for early career data scientists decreased year over year for the first time in four years as did the percentage of early career data scientists with a Ph.D. while demand for data scientists continued to increase, according to a recently released Burtch Works’ 2017 salary study of data scientists. Salaries for more experienced data scientists generally held steady or increased slightly depending on an individual’s focus area, responsibility and geographic base, according to the report. Read more →

Generous health insurance plans encourage overtreatment, but may not improve health

Offering comprehensive health insurance plans with low deductibles and co-pay in exchange for higher annual premiums seems like a good value for the risk averse, and a profitable product for insurance companies. But according to a forthcoming study in a leading scholarly marketing journal, the INFORMS journal Marketing Science, such plans can encourage individuals with chronic conditions to turn to needlessly expensive treatments that have little impact on their health outcomes. This in turn raises costs for the insurer and future prices for the insured. Read more →

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July 26-28, 2017, Rotterdam, the Netherlands

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