MMK101 Lecture Notes - Lecture 4: Eye Tracking, Customer Relationship Management, Customer Insight
Document Summary
To create value for custo(cid:373)ers (cid:373)arketers (cid:373)ust gai(cid:374) fresh deep i(cid:374)sights i(cid:374)to custo(cid:373)ers (cid:374)eeds a(cid:374)d wants. Companies must design effective marketing information systems (mis) to gain the right info in the right form and at the right time. Marketers do not need more information, they need better information. And they need to make better use of the information they have. Customer insights: fresh understandings of customers and the marketplace derived from information that become the basis for value and relationships. Use internal databases, competitive marketing intelligence and marketing research: defining the problem and research objectives. Click rates for our online ads are lower than competitors, how can we make them more effective: developing and implementing the research plan. Research objectives must be translated into specific information needs. The researcher should not try and overwhelm managers with numbers and fancy statistical. Exploratory research: gathers preliminary info to help define the problem and suggests hypothesis e. g. interviews with customers.
