The Marketing Analytics Practitioner's Guide: Volume 1: Brand and Consumer

Contents
Preface
About the Author
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 Dynamics — Meaningfully Different Framework
		Other Models
		Brand Equity Index
		Data Interpretation and Analysis
		Drivers of Brand Equity
		Brand Image
		Example Inulas
		Overview — Brand Equity Model
	Case I Shopper Trends
		FMCG Retailing in Singapore — 2006
		FairPrice
		Sheng Siong
		Shop n Save
		Retail Shopper Trends Research for Food and Grocery Shopping
		Case Exercise
Part II Consumer
	Chapter 3 Segmentation
		Schizophrenic Consumers
		Preview
		Need-States
		Segmentation Methods
		A Priori Segmentation Methods
		Post Hoc Segmentation Methods
		Segmentation Analysis
		Targeting
	Chapter 4 Qualitative Research
		Preview
		Difference between Qual and Quant
		User-Generated Content and Conventional Market Research
		Applications of Qualitative 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
		Body Language
		Guidelines for Moderating Groups
		Handling Potential Problems
		Analysis and Interpretation
	Chapter 5 Quantitative Research
		Preview
		Problem Definition
		Research Design
		Questionnaire Design
		Open-Ended and Close-Ended Questions
		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 Customer Satisfaction
		Interpretation and Recommendation
		The Kano Model
		Customer Value
		Customers’ Purchasing Philosophy
		Value-in-Use Analysis
		Value Assessment
		Overview — Customer Value Management
		Customer Lifetime Value
	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
		Nested Gain–Loss
		Hierarchical Gain–Loss
		Conclusion
	Chapter 8 Consumer Analytics and Big Data
		Preview
		Big Data
		Data Management Tools and Technologies
		Consumer Analytic Techniques
		Sourcing from Social Media
		Optimization/Analysis Techniques
		Visualization
		Cognitive Systems — The 3rd Age of Computing
		Benefits
		People
		Applications
	Case II Vizag
		Launch of Ariel
		Case Analysis
	Case III Hectomalt
		Horlicks
		Hectomalt
		Hectomalt in Joka
		Hectomalt’s Marketing Mix
		Where have the Hectomalt Drinkers Gone?
		Hot Beverage
		Growing Up Milk
		Re-inventing Hectomalt
References
Subject Index
Company and Product Index
People and Place Index