Marketing Metrics : um estudo exploratório sobre a construção do conhecimento de um novo tema em marketing

Este trabalho constitui-se em um estudo acerca da construção do conhecimento do tema Marketing Metrics dentro da disciplina de marketing, centrando-se na linha de pesquisa de Valor do Cliente, uma das cinco principais que estão sendo trabalhadas sobre o tema. Assim, o autor deste trabalho realizou um estudo exploratório dividido em duas etapas, uma de análise da bibliografia acerca do Marketing Metrics em diversos centros acadêmicos e outra de verificação empresarial para analisar o grau de conhecimento e avaliação da importância do tema na visão empresarial. Ao final, o autor chega a um modelo sobre a construção de conhecimento do tema pesquisado e suposições a serem futuramente testadas, incluindo a influência de fatores como a natureza do negócio em que está inserida, o tamanho da base de clientes, a necessidade de uso do produto ou serviço, as barreiras de saída e o tamanho da empresa no grau de necessidade de relacionamento com os clientes, bem como a influência deste na busca do conhecimento acadêmico.

Does competitive entry structurally change key marketing metrics?

To what extent does competitive entry create a structural change in key marketing metrics? New players may just be a temporal nuisance to incumbents, but could also fundamentally change the latter's performance evolution, or induce them to permanently alter their spending levels and/or pricing decisions. Similarly, the addition of a new marketing channel could permanently shift shopping preferences, or could just create a short-lived migration from existing channels. The steady-state impact of a given entry or channel addition on various marketing metrics is intrinsically an empirical issue for which we need an appropriate testing procedure. In this study, we introduce a testing sequence that allows for the endogenous determination of potential change (break) locations, thereby accounting for lead and/or lagged effects of the introduction of interest. By not restricting the number of potential breaks to one (as is commonly done in the marketing literature), we quantify the impact of the new entrant(s) while controlling for other events that may have taken place in the market. We illustrate the methodology in the context of the Dutch television advertising market, which was characterized by the entry of several late movers. We find that the steady-state growth of private incumbents' revenues was slowed by the quasi-simultaneous entry of three new players. Contrary to industry observers' expectations, such a slowdown was not experienced in the related markets of print and radio advertising.

Content marketing performance measurement system in the context of customer acquisition

This thesis examines how content marketing is used in B2B customer acquisition and how content marketing performance measurement system is built and utilized in this context. Literature related to performance measurement, branding and buyer behavior is examined in the theoretical part in order to identify the elements influence on content marketing performance measurement design and usage. Qualitative case study is chosen in order to gain deep understanding of the phenomenon studied. The case company is a Finnish software vendor, which operates in B2B markets and has practiced content marketing for approximately two years. The in-depth interviews were conducted with three employees from marketing department. According to findings content marketing performance measurement system’s infrastructure is based on target market’s decision making processes, company’s own customer acquisition process, marketing automation tool and analytics solutions. The main roles of content marketing performance measurement system are measuring performance, strategy management and learning and improvement. Content marketing objectives in the context of customer acquisition are enhancing brand awareness, influencing brand attitude and lead generation. Both non-financial and financial outcomes are assessed by single phase specific metrics, phase specific overall KPIs and ratings related to lead’s involvement.

Conhecimento e uso das métricas de marketing em instituições de ensino superior

A sociedade evoluiu, a oferta à educação superior aumentou e as instituições de ensino superior (IES) privadas passaram a investir em ações de marketing para se destacarem de seus concorrentes e tentarem obter maior quantidade de alunos matriculados. Esse fato foi responsável por provocar, nos últimos 10 anos, mudanças relevantes e adaptações nas gestões deste segmento, e a profissionalização da gestão de marketing nas IES no Brasil tem sido fonte de pesquisa nos estudos de métricas de marketing. O presente estudo tem como objetivo identificar na literatura métricas em marketing aplicadas aos serviços educacionais, o nível de conhecimento dos gestores de instituições de ensino sobre estas métricas e como estão sendo utilizadas e desenvolvidas. A metodologia utilizada neste estudo de natureza exploratória foi a pesquisa qualitativa por meio de entrevista em profundidade, realizada com oito profissionais dirigentes de marketing de IES privadas, classificadas em pequeno, médio e grande porte, da cidade de Curitiba - PR. Concluiu-se que o conhecimento empírico existe antes do avanço da educação, mas se fazem necessários o uso de métodos concretos e técnicos capazes de identificar os resultados das ações mercadológicas nas instituições. E verificou-se que essas ações começaram a ser praticadas nos últimos cinco anos pela maioria das instituições pesquisadas e a tendência é que exista maior desenvolvimento do mercado no setor da educação superior. Pesquisas futuras são discutidas à luz da teoria de marketing.

Evaluación de la efectividad de la marca Bodytech® en el ámbito de la percepción de marca haciendo uso de una herramienta de simulación computacional

El presente trabajo de investigación fue realizado con el propósito de modelar el proceso de percepción de marca a partir del análisis de los componentes provenientes de la marca “Bodytech”, esto con el fin de simular el proceso de percepción de marca y evaluar la efectividad de la misma. El proceso que se modela es el de percepción – razonamiento – acción y se hace con el fin de evaluar los gastos en cada uno de los “componentes” que antes mencionaron Para realizar el análisis se hizo uso de un sistema de simulación basada en agentes, el cual recibe valores de diferentes variables analizadas por medio de tres herramientas: (1) un diagrama de grupos poblacionales, (2) un diagrama de desagregación de los núcleos temáticos de la marca y (3) las conclusiones obtenidas de una entrevista que se realizó a los responsables de gestionar la marca. Dicho proceso se lleva a cabo con el fin de poder determinar los valores relacionados al gasto en cada uno de los núcleos temáticos que llevan al sistema a evaluar la percepción de marca y la efectividad de estos gastos. Posteriormente, basados en los resultados del sistema de simulación, se obtiene un escenario que puede ser entendido y parcialmente predicho que le permitirán a Bodytech tener una herramienta de valoración de percepción de su marca.

Marketing for future: Eddmi – Pass Platform

In a highly competitive market companies know that having quality products or provide good services is not enough to keep customers "faithful". Currently, quality of products/services, location and price are fundamental aspects customers expect to get on every purchase, so they look for ways to distinguish companies. This can happen either in a strictly materialistic way or by evaluation of intangible metrics such as having his opinion appreciated or being part of a selected group of "premium" customers. Therefore, companies must find ways to value and reward its customers in order to keep them "faithful" to their products or services. Loyalty systems are one means to achieve this goal, however, due to its nature and how they are implemented, often companies end up having low acceptance, without achieving intended objectives. In an era of technological revolution, where global average adoption of smartphones and tablets is 74% and 40% [Our Mobile Planet, 2014], the opportunity to reinvent loyalty systems reappears. Throughout this thesis a new tool, relying on the latest technologies and aiming to fulfill this market opportunity, will be presented. The main idea is to use ancient loyalty concepts, such as stamps or pointscards, and transforms them into digital cards, to be used in digital wallets, introducing an innovative technology component based on Apple's Passbook technology. The main goal is to create a platform for managing the card’s life cycle, allowing anyone to create, edit, distribute and analyze the data, and also create a new communication channel with customers, improving the customer-­‐supplier relationship and enhancing the mobile-­‐marketing.

A go-to-market strategy for vertebral metrics

Dissertação para obtenção do Grau de Mestre em Engenharia Biomédica

Defining a Performance Measurement System for Technology Marketing Team by Using the Balanced Scorecard Method

This thesis was produced for the Technology Marketing unit at the Nokia Research Center. Technology marketing was a new function at Nokia Research Center, and needed an established framework with the capacity to take into account multiple aspects for measuring the team performance. Technology marketing functions had existed in other parts of Nokia, yet no single method had been agreed upon for measuring their performance. The purpose of this study was to develop a performance measurement system for Nokia Research Center Technology Marketing. The target was that Nokia Research Center Technology Marketing had a framework for separate metrics; including benchmarking for starting level and target values in the future planning (numeric values were kept confidential within the company). As a result of this research, the Balanced Scorecard model of Kaplan and Norton, was chosen for the performance measurement system for Nokia Research Center Technology Marketing. This research selected the indicators, which were utilized in the chosen performance measurement system. Furthermore, performance measurement system was defined to guide the Head of Marketing in managing Nokia Research Center Technology Marketing team. During the research process the team mission, vision, strategy and critical success factors were outlined.

Measuring effects of strategic utilization of social media in business-to-business marketing: Case Greenlux Finland Oy

Utilization of social media is increasingly common in B2B marketing. Social media is an efficient and cheap marketing and communication channel available for everyone, and thus extremely attractive marketing medium. The more companies get involved in social media the more failures are reported. It is not enough for a company to just be present in social media. Succeeding on it requires hard work, investing time and money, and ability to measure and to monitor performance. With an increasing number of companies failing in utilizing social media, together with lack of research on strategic utilization of social media focusing on B2B marketing, measuring, and monitoring create a purpose for this research. The aim of this research is to discover methods for measuring and monitoring effects of strategic utilization of social media in B2B marketing. Most relevant financial and non-financial indicators are discussed, and the methods by which these can be monitored and measured. In addition, effects of strategic utilization of social media on the case company are measured and analyzed. The research methodology used in this research is a participatory action research, which includes elements of both qualitative and quantitative research methods. The case company examined in the research provides a unique opportunity to follow through all phases of strategic utilization of social media for B2B marketing purposes concluding real effects of social media to the case company, and thus gain a deep understanding about this new marketing medium in the perspective of B2B marketing. Duration of the research period is seven months. During this time, information is collected, measured, and analyzed. Case company does not have any other marketing activities simultaneously which makes it possible to examine social media apart from effects of other visible marketing activities. Effects of strategic utilization of social media can be monitored and measured in many ways. Methods that should be used depend on goals set for social media. Fundamental nature of social media requires multidimensional assessment, and thus effects should be measured, and monitored considering both financial and non-financial indicators. The results implicates that effects of strategic utilization of social media are relatively wide ranged. According to the findings, social media affects positively on brand, number of web page visitors, visitor behavior, and on distribution of awareness. According to investment calculations social media is a legitimate investment for case company. Results also implicate that by using social media case company gains conversation, arouses interest, gets attention, and creates interactivity. In addition and as a side note, winter holiday season appears to have a great effect on social media activity of B2B companies’ representatives.

Evaluating Performance of Content Marketing: YouTube Marketing in Finnish Food and Drink Industry

The purpose of this research was to define content marketing and to discover how content marketing performance can be measured especially on YouTube. Further, the aim was to find out what companies are doing to measure content marketing and what kind of challenges they face in the process. In addition, preferences concerning the measurement were examined. The empirical part was conducted through multiple-case study and cross-case analysis methods. The qualitative data was collected from four large companies in Finnish food and drink industry through semi-structured phone interviews. As a result of this research, a new definition for content marketing was derived. It is suggested that return on objective, or in this case, brand awareness and engagement are used as the main metrics of content marketing performance on YouTube. The major challenge is the nature of the industry, as companies cannot connect the outcome directly to sales.

Métodos de análisis de las comunidades de clientes mediante la relación estratégica comunitaria y el marketing.

En este proyecto analizaremos como las organizaciones se relacionan con el medio y marketing. La idea es determinar cuáles son los métodos de análisis de las comunidades de clientes mediante la relación estratégica comunitaria y el marketing. Por medio del mercadeo se puede conocer el entorno y determinar qué métodos de análisis utilizar para conocer a la comunidad de clientes. Las personas de mercadeo se ocupan de todo lo que ocurre en el entorno, de estar al tanto para saber cuándo hay oportunidades que puedan ser provechosas para la organización o por otro lado cuando hay amenazas de las que debe tener cuidado. Dependiendo del entorno, la organización diseña sus actividades de mercadeo enfocadas en satisfacer las necesidades del consumidor. Las actividades del consumidor se conceptualizan en producto, precio, promoción y plaza que se definen y diseñan basados en la comunidad en la que este inmersa la organización. Es importante buscar información confiable sobre el grupo objetivo al cual se le va ofrecer el producto o servicio, ya que toca analizarlos y comprender a estas personas para diseñar una buena oferta que satisfaga sus necesidades y deseos. Esta persona que recibe el producto o servicio por parte de la organización es el cliente. Los clientes son las personas que llegan a una organización en búsqueda de satisfacer necesidades a través de los bienes y servicios que las empresas ofrecen. Es esencial determinar que los clientes viven en comunidad, es decir comparten ideas por la comunicación tan estrecha que tienen y viven en conjunto bajo las mismas costumbres. Debido a estos es que hoy en día, los consumidores se conglomeran en comunidades de clientes, y para saberles llegar a estos clientes, toca analizarlos por medio de diversos métodos. El uso de las estrategias comunitarias es necesario ya que por medio del marketing se analiza el entorno y se buscan los métodos para analizar a la comunidad de clientes, que comparten características y se analizan en conjunto no por individuo. Es necesario identificar los métodos para relacionarse con la comunidad de clientes, para poder acercarnos a estos y conocerlos bien, saber sus necesidades y deseos y ofrecerles productos y servicios de acuerdo a éstos. En la actualidad estos métodos no son muy comunes ni conocidos, es por esto que nuestro propósito es indagar e identificar estos métodos para saber analizar a las comunidades. En este proyecto se utilizara una metodología de estudio tipo teórico-conceptual buscando las fuentes de información necesarias para llevar a cabo nuestra investigación. Se considera trabajar con El Grupo de Investigación en Perdurabilidad Empresarial y se escogió la línea de gerencia ya que permite entrar en la sociedad del conocimiento, siendo capaces de identificar oportunidades gerenciales en el entorno. Es interesante investigar sobre estos métodos, ya que los clientes esperan un servicio excelente, atento y que se preocupe por ellos y sus necesidades.

Bringing export performance metrics into Annual Reports: the APEV scale and the PERFEX scorecard

Annual company reports rarely distinguish between domestic and export market performance and even more rarely provide information about annual indicators of a specific export venture's performance. In this study, the authors develop and test a new measure for assessing the annual performance of an export venture (the APEV scale). The new measure comprises five dimensions: (1) annual export venture financial performance, (2) annual export venture strategic performance, (3) annual export venture achievement, (4) contribution of the export venture to annual exporting operations, and (5) satisfaction with annual export venture overall performance. The authors use the APEV scale to generate a scorecard of performance in exporting (the PERFEX scorecard) to assess export performance at the corporate level while comparatively evaluating all export ventures of the firm. Both the scale and the scorecard could help disclose export venture performance and could be useful instruments for annual planning, management, monitoring, and improvement of exporting programs.

Marketing performance measurement : overview of approaches and practices for high technology firms

Um levantamento de 320 executivos de marketing feito pelo Conselho CMO e divulgado em junho de 2004 indicou que poucas companhias de alta tecnologia (menos de 20% das empresas entrevistadas) têm desenvolvido medidas e métricas úteis e expressivas para as suas organizações de marketing. Porém a pesquisa também revelou que companhias que estabeleceram medidas formais e compreensivas atingiram resultados financeiros superiores e tiveram mais confiança do CEO na função de marketing. Esta dissertação provê uma visão geral da informação precisa para executivos de marketing entenderem e implementarem processos para medição de performance de marketing (MPM) em suas organizações. Ela levanta questões para gerentes de marketing na industria de alta tecnologia com respeito às demandas para maior responsabilidade final, valor de medição para o melhoramento dos processos de marketing, iniciativas para determinar a lucratividade dos investimentos em marketing, e a importância das atividades de marketing nos relatórios corporativos. Esta dissertação defende a implementação de MPM, mapeando seus benefícios de medição para ambos gerentes de marketing e as suas empresas. o trabalho logo explora alguns conceitos gerais de medição de marketing e investiga algumas abordagens a MPM propostas pela industria, pela comunidade acadêmica, e pelos analistas. Finalmente, a dissertação descreve algumas práticas que todo gerente de marketing na industria de alta tecnologia deve considerar quando adotando MPM. As sugestões são gerais, mas devem familiarizar o leitor com as informações precisas para habilitar processos e rigor na sua organização com respeito a MPM.