Marketing Intelligence and

Database Research
BY: MAHNINE ZAKARIA
 OUTLINE

• Market intelligence

• customer database

• Data Warehouse

• Database analysis

• Modeling
 MARKET INTELLIGENCE

DEFINITION

• Marketing intelligence is the information relevant to a company’s markets,

gathered and analyzed specifically for the purpose of accurate and confident
decision-making in determining market opportunity, market penetration
strategy, and market development metrics.
 MARKET INTELLIGENCE

Main elements of market intelligence

• competitive intelligence

• Product Intelligence

• Market Understanding

• Customer Understanding
 MARKET INTELLIGENCE
Questions

• What kind of relationships will add value to customers (e.g., loyalty programs,
preferred customer status, etc.)?
• What is the value perception of the customer segment, and how can the value be
enhanced (e.g., direct communication to customers, new services, etc.)?
• What products and services and mode of delivery have value to the customer
segment (e.g., stock market alerts via Web-enabled mobile phones)?
• What are customers’ responses to marketing and sales campaigns?
 CUSTOMER DATABASE

DEFINITION

• Data held on file about customers by a store or other business, usually including
names, contact details, and buying habits.
 CUSTOMER DATABASE

PURPOSES

• Develop meaningful communication with customers.

• Improve efficiency of market segmentation.

• Increase probability of repeat purchase behavior.

• Enhance sales and media effectiveness.

 CUSTOMER DATABASE

When developing customer database:

• View the total process of database development as a commitment to a long-term

data acquisition plan.

• View the data acquisition process in terms of the depth and width of the
database.

• Avoid jumping onto the database bandwagon and then failing to commit the
necessary resources.
 CUSTOMER DATABASE

Types of data base units:

• Geodemographic.

• attribute.

• Target Market.
 DATA WAREHOUSE

• Federated repository for all the data that an enterprise's various business
systems collect.

• DW serves two purposes

• Collect and store data

• Collect, organize and make data available

 DATA WAREHOUSE

Types of data base units:

• Primary Data.

• Secondary Data.

• Real-time transactional data.

• Customer-volunteered data
 DATABASE ANALYSIS

DATA MINING: Transforming Data Into Knowledge through:

• finding hidden relationships among variables contained in data stored in the data
warehouse.

• identifying significant patterns of data relationship for specific customers or

customer groups
 MODELING
SCORING MODELS
• Enable researchers to determine which factors separate customers
into purchase groups
• Use weights to multiply assigned values
• Use actual purchase behavior data
• Key variables
• Assign weights or scores depending on ability to predict purchase
behavior
 MODELING
LIFE TIME VALUE MODELS

• Premise – need to determine value of customers to your company

• Examples of Variables

• Price variables
• Sales promotional variable

• Database Information
• Used to identify most profitable customers over the span of their relationship with the company
CONCLUSION