Glossary Terms Chapters 14 and 15 – Marketing Analytics

For this post, I will be reviewing a few terms from both chapters 14 and 15.

Another week, another blog post about what we went over in the text. This week, I plan on selecting a few terms that stuck out to me from both chapters.

Chapter Fourteen

Causation: one variable is the reason another variable changes

While this isn’t specific to marketing, I feel that this term is important to remember in our line of work. We have to understand that variables are called variables for a reason – things can and will change. We have to be able to adapt and anticipate these changes if we want to continue to be good in the field.

Marketing mix: the broad marketing efforts across any of the Four P’s of Marketing: Product, Place, Price and Promotion

I enjoyed this reminder of the Marketing Mix in our text. It’s a convenient way to remember to cover all of your bases.

Image result for marketing mix

Regression: a statistical process that estimates the relationships among variables

This term was a bit confusing to me. When I hear the word regression, I assume it has something to do with going back or remaining stagnant. This article from a university in New York provides great insight into what regression means in marketing analytics.

Chapter Fifteen

dichotomous: a variable type with only two possible number values, typically 1 or 0 (e.g., true or false)

This word is easy to understand and remember. It is useful in surveys and focus groups. Image result for true or false stock image

moderation: building a model that allows a change in the way a marketing mix variable relates to the marketing outcome

This term provokes a similar feeling to the use of the word regression in chapter fourteen. When I think of moderation, I think of taking things slow. However, in marketing analytics, moderation refers more to anticipating change.

spotlight analysis: a follow-up analysis of moderation in the marketing mix model that compares marketing mix variable estimates across two or more values of the moderator

Here is an article that dives deeper into the use of the spotlight analysis within marketing analytics. As it turns out, it is a procedure that has been around for some time, but has recently been modified to adjust to changing marketing technologies.

In conclusion, these glossary review blog posts have been informative and useful to me as I navigated the chapters in the text. Being able to take the time at the end of each chapter and select a few key words to interpret further helped me understand them in different ways and how I could possible apply them to my line of work. In addition to this, it also allowed me to research these terms in contexts other than what was provided in our book. I was able to find scholarly articles, more casual and candid pieces, and research devoted to these topics we are just learning about. This provided a richer learning experience and allowed me to retain more information about the glossary terms we studied in each chapter.

Advertisements
Glossary Terms Chapters 14 and 15 – Marketing Analytics

Technology in the Future – Engagement Strategies

Technology(ies) will look different in the next 20 years. What do you think it will look like, or what is happening now that will impact our future mobile marketing opportunities.

Thinking about what the future holds for us as marketers is something that has been on my mind quite a bit recently. As I am gearing up to graduate and enter the workforce in my field, I can’t help but imagine how different it was for those graduating in Marketing ten years ago and how different it will be for me in ten years. I sure hope we at least have jet packs.

Image result for future stock image

Here is an article from 2018 from Forbes that dives deeper into what trends they see shaping the future of marketing. The first point in this article really stuck with me: “It is imperative to practice better data hygiene.” What they are referring to is the simple fact that while it is easy to collect data, storing and ethical use of it is significantly important. Users are generally more aware of their data than they were twenty years ago, so transparency and understanding what you are truly working with is key.

The second topic also resonated with me: “Art and science are the keys to successful content marketing.” We hear so many stories of public schools and universities being forced to cut art, music, and even science classes because of budgetary constraints. The fact that these topics play such a big role in content development in marketing makes me feel relieved. It’s a tough argument – many believe that these topics are “easy” and can be learned outside of school, if it means saving the school football team. However, this trend prediction goes to show that utilizing art and science in content management is useful and necessary to retain your audience. Creativity will always be captivating.

Image result for creative marketing stock image

In terms of physical technology, the last ten years have been monumental in development and growth. In 2009, I didn’t know anyone who had a phone that was touch screen. Now I don’t know anyone that has a phone that isn’t. In terms of technological advancements, this all happened rapidly. Because of this, marketing can be directed more intentionally towards the customer based on their interests, purchasing habits, and even location. In the next ten years, I predict that geo/location marketing will become even bigger. We discussed a bridge in Minnesota that when you drive under it, you get an ad for Target because of your proximity to Target’s headquarters. I envision a future where location based marketing is more prevalent as developers continue to enhance GPS models and more people utilize these options on their mobile devices.

Here is an article that describes trends to be on the lookout for in regards to location based marketing in 2019. The great thing about location based marketing is that it can be useful for both large and small businesses. Large corporations can send special advertisements and coupons, while small business might market an in-store special on a busy downtown street.

In conclusion, I envision that with advancing technology, our mobile marketing efforts will become even more streamlined, location based, and ethical.

Technology in the Future – Engagement Strategies

Marketing Analytics Glossary Terms

For this blog post, I will be reviewing our glossary terms from Marketing Analytics chapters twelve and thirteen.

brand recognition: the ability to confirm a prior exposure to a brand

This is something that I am familiar with but always find so interesting. When I think of the term brand recognition, the first thing that comes to mind involves something silly we do as consumers. For example, we don’t always say something like, “could you pass me a tissue?” We might say “could you pass me a Kleenex?” There are several different brands of facial tissue, yet when we say Kleenex, we all know what we are referring to. The same goes for Chapstick. Chapstick is a brand, not necessarily a product. So when you are going to the store to buy some Chapstick, you may just be buying lip balm.

Image result for kleenex

breadth: the range of usage scenarios for a brand

As someone who has an interest in advertising, this term seems valuable to me. Marketers seem to always be looking to stretch that good quote, that good photo, or sound bite where someone had something positive to say about your product.

campaign life cycle: the process of creating and running a campaign through several stages

I have been the creator and facilitator of various social media campaigns throughout my job history. One in particular, for a yoga studio, is most memorable. The owner of the studio wanted creative ways to increase her following on Instagram. I suggested we hold a contest where users would post photos of themselves doing a particular yoga pose each day and then be entered to win a free yoga class from her studio at the end of the month. It was a great success! We had so much fun creating the content. It didn’t even feel like we were working.

Here is the yoga studio I used to work with – click me!  

Marketing Analytics Glossary Terms

Mobile Marketing in France – Engagement Strategies

“Select a country other than your own and research the different cultural nuances of mobile marketing, using examples that you find. Discuss your findings and research and its impact on the country you selected, and how it might impact other countries.”

For this blog post, I have decided to research and analyze current mobile marketing trends in France. I chose France simply because I have always wanted to travel there and I have a basic understanding of the language (thanks, Madame Kakuk from Menominee High!).

To begin my search, I began looking up general ideas and thoughts behind mobile marketing in France. Here is an article I found discussing an association dedicated to utilizing technology to propel the campaign’s used in France’s mobile marketing efforts. The article on this site includes prolific names involved in these marketing efforts, along with this quote:

“The French association was created in 2002, and gathers more than 90 members. It is therefore the professional reference of the mobile marketing industry for announcers, official and professional institutions.

Through their agreement with MMA Global, the Mobile Marketing Association France is the only digital association in France with a real international reach, counting for more than 700 member companies throughout the world.”

france 1

This is an article from 2011 titled “The insider’s guide to mobile marketing in France”. Because this article is eight years old, I thought it would be interesting to compare its contents to how mobile marketing exists today. While there was significant mobile marketing already present at this time, the advancement of social media and mobile devices in general have only made it more and more advanced.

A few quick facts:

  • In 2010, the French government provided €10 million to finance 68 innovative mobile Web and app projects through the Proxima Mobile Portal.
  • In France, mobile marketing has seen little in the way of regulation.

In 2017, the country of France published a new law outlining updated regulations for advertisers – mobile marketers are included. The law, titled Loi Sapin, is “an anti-corruption law that was introduced in France in 1993 in order to make the business of media-buying more transparent.”

This article from Business Insider goes more in depth as to why this is important. Transparency with marketing and advertising is key to gaining audience interaction, and it seems like France is on the right track to keeping this view upheld with its people. It rings true that diversity is key in an organization – especially organizations that are responsible for advertising. When you are forced to diversify your efforts across various groups and social statuses, you learn so much more about issues at hand and therefore present a greater worldview to your product and your audience. This law ensures that this will continue to take place in the nation of France.

Image result for france

In conclusion, France has felt the impact of a changing mobile marketing world and adjusted rules and regulations accordingly. With constant flux of technology and its advancements, it becomes more important to understand how we are using our skills as marketers so we can prepare for the future.

Mobile Marketing in France – Engagement Strategies

Engagement Strategies – Mobile Marketing Trends

For this blog post, I chose to review the article provided about six trends that will shape mobile marketing in 2019. The article itself opens by stating it is a “deep dive”, so let’s get into it!

The first trend that is mentioned in this article is the fight for mobile video dominance. As a frequent user of social media, I have witnessed how this is changing throughout the years. When Snapchat came out, they were virtually the first of their kind to offer a type of video communication that was fast, simple, and easy to use. Ads were introduced to Snapchat shortly after its genesis. They appeared in the “explore” tab of the app. They would also use celebrity endorsements by hiring celebs to promote a certain product using the tools associated with the app. Another mobile video platform that I see video advertisements on is Instagram. The similar tactic is used – the occasional commercial post with various celebrity endorsements sprinkled in. Here is a great article that talks more about advertising on Snapchat and how to do so.

The second trend mentioned in this article relates to the use of voice technology popping up in user’s household, specifically referring to products like Alexa or Google Home. From my personal experience, I didn’t see much of a use for these devices. I received one as a gift along with some programmable light bulbs to connect to the device. I just had to set up the Google Home using my phone and twist in the light bulbs. Overall, it has been a nice feature in my apartment, but it is not something that I consider to be vital. It’s convenient at times, but I can easily use other methods so I consider it replaceable.

The third trend mentioned in this article is social commerce: the new price of admission. This is referring to the fact that some platforms may charge you a fee to access them. As a currently broke college student, I tend to stay far away from these apps and opportunities because I don’t see it as a necessary investment.

delnext_blog_social_commerce

The fourth trend mentioned in this article refers to something I have already brought up within this post – utilizing social influencers for advertisements and paid promotions. I follow several “influencers” on Instagram and Twitter, and notice the paid promotion posts daily. Personally, I don’t get offended by people posting “too many” paid advertisements. I don’t take it too seriously and understand that part of being a content creator will mean sharing paid advertisement posts. Here is an article that explains the modern Instagram influencer.

The fifth trend mentioned in this article is appropriately about upgrading mobile devices from a 4G system to 5G. This means that download speeds will increase, among other things – providing for a faster and more secure access to data, apps, and the Internet.

The sixth trend mentioned in this article relates to augmented reality moving from apps to the mobile web. I personally find this trend most interesting and think that watching this grow will be a vital part of marketing over the next decade.

file-20181114-194494-1p82jkx

Engagement Strategies – Mobile Marketing Trends

Marketing Analytics – Chap. 9, 10, and 11 Glossary Terms

For this blog post, I’d like to take the time to go over a few glossary terms from the chapters we reviewed this week – chapter nine, chapter ten, and chapter eleven. I will be selecting two terms from the glossary at the end of each chapter and diving into further detail as to what they are and how they relate to our field.

Chapter 9

Geofence: a virtual geographic boundary, defined by technology on a mobile phone, that enables an app to know when a customer with a mobile device enters or leaves the defined area. I found a great article about what geofencing is – you can access it here. Geofencing is used in marketing when location specific offers are available from certain stores or organizations. For example, you could walk past a certain display in the mall and then get a notification on your mobile device providing you a coupon to that specific display. 

After-only design: a single outcome is measured only after the participants have been assigned to condition. This term was a bit confusing to me because of the wording. I found it hard to differentiate between different types of experimental projects and designs, so this was something I looked further into. Here is a great article that goes deeper into two main types of experimental design. 

Chapter 10

Autonomous media buying: marketing platform that performs digital media buying on behalf of clients. This term was particularly interesting to me because it helped me understand the different ways artificial intelligence can be used. When you first think of artificial intelligence, what immediately comes to mind are things like robots or self driving vehicles. However, autonomous media buying is a different type of artificial intelligence that can eliminate certain busy work out of an organization’s day to day processes.

Albert-AI-Programmatic-Advertising

Machine learning:  application of artificial intelligence that allows systems to automatically learn and improve without actually being programmed to do so. Machine learning is another aspect of artificial intelligence I hadn’t fully understood. When I think of artificial intelligence, what first comes to mind is the idea that we can create programming to do specific tasks for us as humans that make our jobs easier. Machine learning is a perfect example of that. I can imagine in settings like factories or warehouses, artificial intelligence with this type of capability is what creates better productivity and product advancement. 

Chapter 11

Commercial data visualization tools: online or desktop software packages that offer a wide range of options for data visualization for a price. There are various ways to create data imaging and presentations when necessary. One that I frequently use in my job would be Microsoft Excel. The capability that you get just with using Excel is enough to fulfill what I need it for. However, in broader roles with more job responsibility, there will be other tools available the have more capabilities. A common software that was also mentioned in our chapter is called Tableau. Tableau is based in Seattle, Washington and was created in 2003.

375px-Tableau_Logo

Heat map: graph that displays information as a map in which variables are represented using colors (with red typically used to depict the highest intensity of the variable). From a purely aesthetic standpoint, heat maps are the easiest for me to interpret and understand in my personal experience. I think the visuals that heat maps can provide are very powerful and striking. When you used alternating colors, you can grab the audience’s attention and really make a point. By associating color with your product or presentation, your audience will be able to easily associate variables and contribute to your conversation. 

In conclusion, the terms and phrases we have covered in the last three chapters have related to data visualization, artificial intelligence, and experimental design. But utilizing these concepts, we are bound to make ourselves better marketers and provide capabilities that can advance our organizations and ourselves in this field. There are many options for each term that allow the user to be creative and independent in the marketing process. By allowing ourselves to open up and learn about new processes, we can only advance the future of marketing and have a better grasp on how to prepare and change our business plans in the future.

Marketing Analytics – Chap. 9, 10, and 11 Glossary Terms

Glossary Expansion – Marketing Analytics

For today’s Marketing Analytics post, I’ll be selecting two terms from chapters six, seven, and eight to extrapolate upon.

Chapter Six

Data scraping: a computer programmed extraction of information from individual computer screens, website or reports. Sometimes when I have a difficult time understanding terms, I start my research with YouTube. Here is a great video that includes infographics and dives deeper into the process of data scraping. Utilizing data scraping alongside Microsoft Excel can provide a useful tool to your organization and marketing capabilities.

Social listening tool: platforms that marketing analytics professionals can use to obtain a vast amount of consumer data provided on social media networks. A social listening tool can prove valuable information between organizations. When you run a specific social media campaign, it is important to collect data on how it performs. This way, when you start new campaigns in the future, you’re able to better understand market trends and how to place yourself in the social media sites you’re utilizing. Here is a link to an article stating six of the best social listening tools that you can use

Chapter Seven

Geocoding: converting physical street addresses into geographic coordinates like latitude and longitude used to calculate distance between addresses. Geocoding is behind one of the most important tools that you use on your phone or in your car – your GPS. I was just having a conversation with a friend the other day and we were reminiscing about when we’d go on road trips with our families as kids and bring along paper maps. Or when we were in high school and had printed pages and pages of MapQuest directions when going to a new place in hopes we don’t get lost. Now, thanks to geocoding, it only takes a few clicks on your phone to get where you need to go. map 

Segmentation: dividing the total market of customers into smaller, relatively homogeneous groups. Utilizing segmentation in your marketing is useful because it allows you to create more specific, sophisticated campaigns. If you were preparing a campaign and knew your key demographic was women ages 18-24 from Northeast Wisconsin, you used segmentation to reach that conclusion. 

Chapter Eight

Availability bias: reliance on examples that immediately come to mind when evaluating a topic, typically from people’s own personal lives. Availability bias is something I contemplate often, as my current job acts as a way to combat bias. I’m always on the lookout to challenge my own bias and attempt to understand why I may have a certain knee jerk reaction to various situations. We are all born with bias, and it does not make us a bad person to acknowledge our bias. It simply means we have become a little more self aware and have the opportunity to unpack it and understand where it comes from. This is a learning opportunity and more than likely will provide great insight into your life and further diversify your marketing efforts. diverse

Fixed horizon: end-point in time for having the data collected. A fixed horizon is essentially an end game solution to your marketing. For some, this may be the preferred way of working, as it gives us an opportunity to provide concrete data and also establish when a job is complete and you are ready to move onto the next one. There are some things that simply will not have a fixed horizon, however much you try to find one. However, for those issues that do have a fixed horizon, it can be a satisfying and ultimately complete way to complete your work. 

In conclusion, the last three chapters in our text have forced us to understand more than just simple marketing jargon. We are learning about ourselves as people and how we interact with the world around us. Of course, there are valuable things to learn from specific marketing terms and how we can utilize various software programs to enhance and grow our work. But when we consider the scope of what we are doing as marketers and how we influence and affect the world around us, we give ourselves a great opportunity to grow and see the world with a little less bias and a little more understanding. Understanding the privilege we have as marketers and how we can assist in changing the world is key. We are responsible for so much more than a viral campaign that people make memes out of and share on Twitter. We have a chance to leave a mark on the world – we should take it seriously!

Glossary Expansion – Marketing Analytics