Professional Documents
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Video 1
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 1
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Marketing Analytics?
Optimization “What’s the best that can happen?”
Digital Universe
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2013 2014 2015 2016 2017 2018 2019
2020
Trillion Gigabytes
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 2
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
100 6% 34% 5%
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60
100% 66% 100%
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Profitability Analytics Use Productivity
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 3
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Course Overview
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 4
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Video 2
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 5
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Product
Segmentation
Price
Tactics Strategy Targeting
Place
Positioning
Promotion
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 6
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Video 3
Product
Segmentation
Price
Tactics Strategy Targeting
Place
Positioning
Promotion
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 7
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Customer
Margin Company
ROI Financials Objectives Competitor
CLV Collaborators
Content
Product
Segmentation
Price
Tactics Strategy Targeting
Place
Positioning
Promotion
Airbnb Objectives
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 8
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Customer
Margin Company
ROI Financials Objectives Competitor
CLV Collaborators
Content
Product
Segmentation
Price
Tactics Strategy Targeting
Place
Positioning
Promotion
Airbnb Strategy
•Segmentation
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 9
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Airbnb Strategy
•Targeting
Airbnb Strategy
•Positioning
Value Propositions
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 10
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Customer
Margin Company
ROI Financials Objectives Competitor
CLV Collaborators
Content
Product
Segmentation
Price
Tactics Strategy Targeting
Place
Positioning
Promotion
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 11
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 12
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Customer
Margin Company
ROI Financials Objectives Competitor
CLV Collaborators
Content
Product
Segmentation
Price
Tactics Strategy Targeting
Place
Positioning
Promotion
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 13
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Airbnb Financials
•Margin
•ROI
•CLV
Video 4
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 14
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
6-12 % 3%
Guests Reservation subtotal Airbnb Service fee Host
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 15
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Video 5
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 16
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Property Attributes
Minimum Stay
Property Attributes
Minimum Stay
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 17
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Property Attributes
Minimum Stay
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 18
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Video 6
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 19
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 20
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 21
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Video 7
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 22
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Analytics - Airbnb
Regression
$ 60 x 1 night
#of Saved
Wishes
Analytics - Airbnb
Regression
$ 60 x 1 night
#of Saved
Wishes
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 23
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Analytics - Airbnb
Regression
$ 60 x 1 night
#of Saved
Wishes
Analytics - Airbnb
Regression
$ 60 x 1 night
#of Saved
Wishes
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 24
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Analytics - Airbnb
Regression
$ 60 x 1 night
#of Saved
Wishes
Analytics - Airbnb
Regression
$ 60 x 1 night
#of Saved
Wishes
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 25
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 26
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Video 8
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 27
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Marketing Analytics?
Optimization “What’s the best that can happen?”
Marketing Analytics?
Optimization “What’s the best that can happen?”
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 28
Marketing Analytics
Marketing Process Slides
These materials are for your personal use while participating in this course. Please do not share or distribute them.
Takeaways
• Marketing is both an art and a science.
• Analytics provides marketing managers the opportunity to
test intuition about marketing.
• Insights from analytics can challenge widely held
assumptions.
• Confidence in decisions that flow out of marketing process is
higher when it is informed by analytics.
Developed by Raj Venkatesan for the University of Virginia’s Darden School of Business
Marketing Analytics course. 29