As advances in technology transform the very nature of marketing, there has never been greater need for marketers to learn marketing.
MarketingMind is a collection of the chapters of the Marketing Analytics Practitioner’s Guide (MAPG) platform. Like MAPG, it blends the art and the science of marketing to reflect how the discipline has matured in the age of analytics.
As depicted in Exhibit 0.1, research platforms form the foundation of the discipline of marketing analytics. They are the silos of knowledge that solutions tap to resolve business issues and yield consumer insights.
Collectively the platforms and solutions outline the scope of marketing analytics. It is essentially the discipline of measuring and analysing market information to derive an improved understanding of consumers. It provides management with the knowledge they need to identify and resolve marketing issues.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.
The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.
Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.
But be careful. There are plenty of toys that masquerade as simulators.
Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.
While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.