Contents (online)

• Preface
• Acknowledgement
• Author
• Contents

Part I Brand

Chapter 1 Brand Sensing

• Pink Diamonds?
• Preview
• Lesson from the Summer of 1985
• Brand
• Positioning
• Brand Image Tracking
• Image Profiling
• Perceptual Maps (Correspondence Analysis)
• Thums Up
• Brand Health

Chapter 2  Brand Equity

• Preview
• ZEN versus iPod
• Benefits of Brand Equity
• The Loyalty Pyramid
• Net Promoter Index and Net Advocacy Index
• Brand Equity Models
• Brand Equity Index
• Data Interpretation and Analysis
• Drivers of Brand Equity
• Brand Image
• Case Inulas
• Overview — Brand Equity Model

Case I   Shopper Trends — Food and Grocery Shopping in Singapore

Part II   Consumer

Chapter 3   Segmentation

• Schizophrenic Consumers
• Preview
• Need-States
• Segmentation
• A Priori Segmentation Methods
• Post hoc Segmentation Methods
• Segmentation Analysis
• Targeting

Chapter 4   Qualitative Research

• Preview
• Qual and Quant
• User-Generated Content and Conventional Market Research
• Benefits and Limitation of UGC
• The iSnack 2.0 saga
• Applications of Qualitative Research
• Exploratory
• Explanatory or Diagnostic
• Evaluative
• Qual with Quant Research
• Product Development
• Creative Development
• Motivational Research, Semiotics, Usage &Attitude
• Packaging Development
• The Qualitative Advantage
• Watchouts
• Modes of Data Collection
• Group Discussions
• Interviews
• Observation
• Online Qual
• Research Design and Preparation
• Projective and Enabling Techniques
• Word Association
• Third Party Questioning
• Sentence Completion
• Personification
• Brand Mapping
• Drawing and Collage
• Bubble Drawings
• Role-Playing
• Laddering
• Body Language
• Guidelines for Moderating Groups
• Analysis and Interpretation

Chapter 5   Quantitative Research

• Preview
• Problem Definition
• Research Design
• Questionnaire Design
• Information Needs
• Sampling
• Data Collection
• Online Research
• The Analysis Process
• Interpretation and Recommendation

Chapter 6   Customer Satisfaction and Customer Value

• Retention and Attrition
• Preview
• Evolution of Customer Satisfaction
• Customer Satisfaction and Employee Satisfaction
• Customer Loyalty
• Customer Satisfaction Research
• Transaction Survey
• Relationship Survey
• Drivers of Customer Loyalty and Satisfaction
• Interpretation and Recommendation
• The Kano Model
• Customer Value
• Customers’ Purchasing Philosophy
• Value-in-Use Analysis
• Value Assessment
• Overview — Customer Value Management

Chapter 7   Consumer Analytics and Consumer Panels

• Preview
• Consumer Panels
• Research Methodology
• Width and Depth of Purchase
• Buyer Groups
• Profile Analysis
• Brand Loyalty (Behavioural)
• Trial and Repeat Purchase
• Overlap
• Basket
• Gain–loss
• Case Example — Johnson’s Body Care
• Appendix — Gain–loss Algorithms
• Standard Gain–loss Algorithm
• Nested Gain–loss
• Hierarchical Gain–loss
• Conclusion — Gain–loss Algorithms

Chapter 8   Consumer Analytics and Big Data

• Preview
• Big Data
• Data Management Tools and Technologies
• Consumer Analytic Techniques
• Machine Learning Techniques
• Data Mining
• Sourcing from Social Media
• Optimization/Analysis Techniques
• Visualization
• Cognitive Systems — the 3rd Age of Computing
• Benefits
• People
• Applications

Case II   Vizag

Case III   Hectomalt

Part III   Product

Chapter 9   New Product Development

• Preview
• Innovation
• New Product Development Process
• Ideation
• Knowledge Immersion
• Consumer Immersion
• Generating Insights
• Generating Ideas
• Concept Development
• Product Development
• Product Launch

Chapter 10   Product Design

• IBM 360
• Preview
• Sensory Research
• Concept/Product Testing
• Biometrics
• The Kano Model and Conjoint Analysis
• Conjoint Analysis
• House of Quality

Chapter 11   Product Validation

• Preview
• Moments of Truth
• Launch Validation Methods
• Simulated Test Markets
• BASES
• Controlled Store Test
• Product Launch Evaluation
• Parfitt–Collins Model
• The Bass Diffusion Model

Case IV   Hecto Grow

Part IV   Digital

Chapter 12   New Media

• Preview
• New World
• Uprisings
• New Media
• Social Cloisters
• Spread of Misinformation
• Lessons for Marketers
• New Rules, New Perspectives
• Social Listening
• Levelling the Marketing Playing Field
• The Advent of Co-creation
• Riding the Long Tail
• Permission Marketing
• Inbound and Outbound Marketing
• Buzz Marketing
• Turning Point for Television
• Consumer Trends — Media Consumption
• Online Video Distribution Trends
• Interactive Television
• Internet Basics

Chapter 13   Digital Marketing

• Preview
• New Media, New Imperatives
• What Works Online
• Chobani
• Building Online Assets
• Websites
• Blogs
• Internet Forums
• Social Media
• Content is King
• Personalization
• Apps
• Advertising on the Net
• Challenge Facing Low Involvement Categories
• Challenge of Reaching the Masses
• Digital Advertising Formats
• Targeting
• Mobile Advertising
• Search Advertising
• Google’s Ad Auction
• Search
• Search Engine Optimization
• Social Media Advertising
• Facebook — Organic Reach, Boost and Paid Advertising
• LinkedIn — Organic Reach and Paid Advertising
• YouTube Brand Channels
• YouTube Ads
• Web Analytics
• Tag
• Web Intelligence
• Conversion Tracking
• Controlled Website Tests

Chapter 14 Facebook

• Preview
• Facebook
• Organic Reach
• Edge, EdgeRank
• Organic Marketing
• Paid Options
• Advert
• Ad Formats
• Ad Format — Photo
• Ad Format — Video
• Ad Format — Stories
• Ad Format — Carousel
• Ad Format — Slideshow
• Ad Format — Collection
• Ad Format — IX
• Ad Format — Playable
• Ad Format — Messenger

Chapter 15 Twitter

• Preview
• Twitter
• How is Twitter Different
• Hashtag (#)
• Trends
• Success Examples
• Content — Best Practices
• Marketing with Twitter
• Ad Campaigns
• Twitter Analytics

Chapter 16 YouTube

• Preview
• YouTube
• Brand Channels
• Video Ads
• Ad Formats
• Targeting
• Ad Auction
• Reserved Media Placement
• Analytics
• Ad Testing (Copy Testing)

Chapter 17 LinkedIn

• Preview
• LinkedIn
• Organic Reach
• Publishing on LinkedIn
• Post
• Article
• SlideShare
• LinkedIn Advertising
• Advertising Formats
• Self-Serve Display Ads
• Premium Display Ads
• Dynamic Ads
• LinkedIn Groups
• LinkedIn Analytics — Posts and Articles
• What constitutes a View on LinkedIn Posts?
• LinkedIn Analytics for Advertising

Chapter 18 Search

• Preview
• Search
• Overview
• Search Advertising
• Search — Why Advertise?
• Google’s Ad Auction — How it Works
• Google’s Search Advertising Architecture
• Google’s Ad Template
• Google Advertisement — Campaigns and Budgeting
• Keywords
• Long Tail and Short Tail Keywords
• Category, Brand and Competitor Keyword
• Search Marketing — Keywords Research
• Search Marketing — Keyword Strategy
• Execution: Practices to Improve Effectiveness of Search Advertising
• Keyword Matching
• Google’s Ads Extensions
• Site Link Extension
• Callout Extension
• Call Extension
• Location Extension
• Price Extension
• App Extension
• Review Extension

Chapter 19 SEO

• Preview
• Search
• How Search Works
• Search Engine Optimization (SEO) — Overview
• Strategize
• On Page Optimization
• Targeting Keywords and Phrases
• Long Tail and Short Tail Keywords
• Keyword Synonyms
• Keyword Density
• Placing Keywords
• Internal Linkages
• Breadcrumb
• Regulating Crawlers: sitemap.xml and robots.txt
• Page Speed
• Mobile Usability
• Attracting Inbound Links
• Off Page Optimization
• PageRank — Measure of Authority of web page
• Link Equity
• Unnatural or Artificial Links
• Review
• Performance Metrics
• Website Grading Tools

Chapter 20 Web Analytics

• Preview
• Web Analytics
• Data Collection — Server Logs
• Server Logs — Drawbacks
• Page Caching by ISP
• Dynamic IP Address
• Proxy Servers
• How Proxy Server bypasses Filters and Censorship
• Data Collection — Page Tagging (JavaScript)
• Landing and Exit Pages
• Metrics
• Cookie
• Drawbacks of using Cookies for Tracking Users (Visitors)
• Time Duration, Pages/Session and Engagement
• TimeMe.js (GitHub)
• Bounce Rate
• Share of Voice for Search
• Conversion and Conversion Path
• Conversion Attribution Models
• Markov Chain — Probabilistic Data-Driven Attribution
• Google Analytics
• Mobile Analytics
• Global Positioning System (GPS)
• Mobile Apps
• Industry Benchmarks and Competitive Intelligence
• Panel based data collection
• Browser Toolbars
• Optimize
• Controlled Website Tests
• Multivariate testing
• A/B testing and Google Optimize

Chapter 21 Digital — Execution

• Preview
• Digital Marketing Plan
• Build Website
• Languages that enable the World Wide Web
• Hosting Website
• Web Server
• Optimize website for Search Engines
• Optimize website for Mobile devices
• Create Remarkable, Useful Content
• Social Listening
• Advocacy and Buzz Marketing
• Promote on Social Media
• Advertise
• Search Advertising
• Advertise the conventional way
• Native Advertising
• Retargeting
• Conversion — Digital Marketing Funnel
• Gated Offers
• Nurturing Leads
• Monitor Performance — Review Progress
• Performance Metrics
• Website Grading Tools
• Digital Marketing Exercise

Part V   Advertising, Packaging and Biometrics

Chapter 22   How Advertising Works

• Tradition of Great Advertising
• Preview
• Advertising through the Ages
• Advertising Mechanisms
• Salience
• Persuasion
• Likeability
• Symbolism
• Relationship and Involvement
• Emotion
• Advertising Execution
• Case Example — Coca-Cola Zero
• Measurement Issues

Chapter 23   Advertising Analytics

• Preview
• Audience Measurement
• Gross Rating Points
• Digital Audience Measurement
• Total Audience Measurement
• Copy Testing (Pre-Testing)
• Testing Advertising Online
• Advertising Tracking (Post-Testing)
• Continuous Interviewing versus Dipsticks
• Tracking Questionnaire
• Advertising Engagement
• Behavioural Engagement
• YouTube Analytics
• Attitudinal Engagement
• Branded Memorability
• Persuasion
• Uniqueness
• Likeability
• Image and Symbolism
• Involvement
• Emotion
• Communication
• Case Example — Molly LFHC
• Awareness Index Model

Chapter 24   Packaging

• Preview
• Tropicana Saga
• How Packaging Works
• Packaging Development
• Review
• Exploration
• Screening and Optimization
• Packaging Validation
• Shelf Impact — Eye Tracking
• Shelf Impact — Visual Search Test
• Biometrics-Engagement

Chapter 25   Biometrics

• Preview Biometrics
• Eye Tracking
•    How it Works
•    Devices
•    Metrics
•    Fixation, gaze points and scan paths
•    Heatmaps
•    Pupillometry
•    Eye Language
•    Applications
• Electroencephalography (EEG)
•    Frequency-based Analysis
•    Metrics
•    Approach-Avoidance
•    Cognitive-Affective
• Facial Coding
•    Facial Expressions
•    Facial Action Coding System (FACS)
•    Metrics
•    Analysis
•    Application
• Galvanic Skin Response
•    Devices
•    Analysing GSR Signals
•    Metrics
•    Applications
• Biometrics Applications

Part VI   Price and Promotion

Chapter 26   Price

• At What Price Should We Sell Our Product?
• Preview
• Basics of Pricing Research
• Importance of Realism in Pricing Research
• Price Elasticity of Demand
• Factors Affecting Consumers’ Sensitivity to Price
• Pricing Research Methods
• Gabor–Granger
• Van Westendorp Price Sensitivity Meter
• Brand Price Trade-off
• Conjoint Analysis
• Discrete Choice Modelling
• Hierarchical Bayes
• Interaction Effects
• Discrete Choice Model versus conventional Conjoint Analysis
• Example — Rationalizing Brand Range
• How to Price a Product Feature
• New Product Pricing
• BASES Price Advisor
• STM-DCM approach
• Appendix: Statistical Structure — Discrete Choice Model

Chapter 27   Promotion

• Preview
• In-Store Promotion and Media
• Types of Promotions
• Trade Promotions
• Consumer Promotions
• The Need to Rationalize Promotions
• Promotion–Commotion–Demotion
• Promotion Evaluation — Metrics
• Basic Assessment of Sales Promotions
• Market Modelling
• Promotions Response Model
• Model Validity: How Good is the Fit?
• Watchouts and Guidelines
• Interpretation and Analysis
• Discount Elasticity
• Cannibalization
• Displays and Cooperative Advertisement
• Sales Decomposition and Due-To analysis
• What-if Analysis

Case V   Yakult

Part VII   Retail

Chapter 28   Retail Tracking

• Preview
• Founding of the Nielsen Company, and the Nielsen Code
• Applications of Retail Tracking
• Where to Measure Sales?
• Retail Measurement Services
• Define Universe
• Retail Census
• Sample Design and Recruitment
• Data Collection
• Data Processing
• Data Projection
• Analysis and Interpretation
• Coverage Analysis

Chapter 29   Retail Analytics

• Preview
• Terminology
• Outlet Group Analysis Using Tracking Data
• Case Example — Wheel and Nirma Pricing Analysis
• Analysis Using Transaction Data
• Customer Profile Analysis
• Loyalty and Propensity
• Assortment Analysis
• Case Example — Evaluation of Opening of New Petrol Station

Chapter 30   Sales and Distribution

• Preview
• Interdependence of Demand and Supply
• Components of Sales — Width and Depth
• Measures for Distribution (Width)
• Sales and Distribution Priorities
• Distribution Network — Basics
• Right Channels, Right Chains
• Right Assortment
• Managing Assortment
• Battle for Shelf Space
• Measures of Assortment
• Number of Items Stocked
• Sales per Point of Weighted Distribution
• Share in Handlers
• Average Sales per Store
• Rate of Sales (Adjusted Average Sales per Store)
• Cash Rate of Sales, Rate of Gross Profit
• Portfolio Analysis
• Fragmentation Analysis
• Securing Retailer Support
• Managing Stock in trade
• Allocation of Shelf Space (Forward Stock)
• Cost of Stockouts

Chapter 31   Category Management

• Preview
• Category Management Overview
• Partnership between Retailers and Manufacturers
• Trade Marketing
• Origins of Category Management
• Trade Formats — FMCG
• Categories
• Category Roles
• Category Strategies
• Review
• Retail Mix
• Price
• Promotion and In-Store Media
• Space Management
• Execution
• Benefits of Category Management
• Developments in Retailing

Case VI   Little People

Case VII   Inulas

Part VIII   Statistics

Chapter 32   Basic Statistics

• Preview
• Sampling Methods
• Probability Theory
•    Conditional (Posterior) Probability
•    Independent Events
•    Law of Total Probabilities
• Bayes Theorem
•    Posterior Odds
• Discrete Probability Distribution
• Binomial Distribution
• Poisson Distribution
• Relationship between Variables
• Covariance and Correlation
• Joint Probability Distributions
• Sum of Random Variables
• Correlation does not imply Causation
• Simpson’s Paradox — Berkeley gender bias case
• Continuous Probability Distributions
• Uniform Distribution
• Exponential Distribution
• Normal Distribution
• t-test
• Hypothesis Testing
•    One-tailed, known standard deviation
•    two-tailed, known standard deviation
•    One-tailed, unknown standard deviation
•    Paired-t
• ANOVA
• Chi-Square (χ2) test of Independence
• Regression
•    Least Squares Error Estimation
•    Overview
•    Sample Size
•    Choice of Variables
•    Assumptions
•    Normality
•    Linearity
•    Dummy Variables
•    Interaction Effects
•    Variable Selection Methods
•    Issues with Variables
•    Multicollinearity
•    Outliers and other Influential Observations
•    Coefficient of Determination: How close is the fit?
•    Adjusted R²
•    F-ratio: Statistical Significance of the Overall Model
•    t-test: Statistical significance of the Coefficients
•    Goodness-of-fit: Desirable Properties of a Regression Model
•    Validation
•    Process

Chapter 33   Sampling

• Preview
• Sampling Methods
• Probability Sampling
• Simple Random Sampling
• Systematic Sampling
• Stratified Sampling
• Cluster Sampling
• Non-Probability Sampling
• Quota Sampling
• Convenience Sampling
• Purposive (Judgment) Sampling
• Snowball Sampling
• Mean, Variance and Relative Standard Deviation (RSE)
• Sampling Frame
• Sample Weighting
• Sample Size
• Confidence Level and Confidence Interval
• Central Limit Theorem
• Sample Size — Continuous Parameters
• Sample Size — Stratified Sampling
• Tracking Services (Continuous Parameters)
• Sampling Standards in Retail Measurement
• Sample Size — Population Proportions
• Subgroups
• Sample Size — Comparative Studies
•    Two independent means
•    Two dependent means
•    Two proportions
• Tracking Studies
• Sample and Non-Sample Errors

Chapter 34   Market Mix Modelling

• Preview
• Design Considerations
• Sales Response Function
• Interaction Effects
• Competitive Effects and Market Share Models
• Dynamic Effects
• Long Term Effect (Advertising)
• Baseline and Incremental Volume