33:630:301 Chapter Notes - Chapter 4: Customer Insight, Marketing Intelligence, Online Advertising
6 Feb 2017
School
Department
Course
Professor
Document Summary
Marketers must first gain fresh deep insights into what customers need and want in order to create value for customers and build meaningful relationships with them. These insights can be difficult to understand: marketing information and today"s big data . Companies can generate and find marketing info in great quantities. Consumers generate tons of marketing information through technologies, social media, and geolocation data. Consumers give up much information to companies and to each other. Big data the huge and complex data sets generated by today"s sophisticated info generation, collection, storage, and analysis technologies. People and systems in the world generate about a trillion gb of info. Companies need to make better use of the information they have: managing marketing info. Customer insight groups are headed by a senior marketing executive and comprised of representatives from all the firm"s functional areas. They collect customer and market info from many sources, ranging from.
