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,

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
2:30pm-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

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.

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.

3 – Syndicated Data Analysis for Brand Scientists