MKT 1001 Lecture Notes - Lecture 4: Customer Insight, Behavioral Targeting, Simple Random Sample
Document Summary
Marketing information: customer needs and motives for buying are difficult to determine, required by companies to obtain customer and market insights, generated in great quantities with the help of information technology and online sources. Today"s "big data": big data refers to the huge and complex data sets generated by today"s sophisticated information generation, collection, storage, and analysis technologies. Customer insights: fresh marketing information-based understandings of customers and the marketplace, become the basis for creating customer value, engagement, and relationships, customer insight teams collect customer and market information from a wide variety of sources. Marketing information system (mis): consists of people and procedures to: Internal databases are collections of consumer and market information obtained from data sources within the company network. Competitive marketing intelligence: systematic monitoring, collection, and analysis of information, about consumers, competitors, and developments in the marketing environment, techniques: