当代市场调研 (原第12版)课件英文第10章 市场营销分析.pptx

当代市场调研 (原第12版)课件英文第10章 市场营销分析.pptx

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MarketingResearchTwelfthEditionCarlD.McDanielandRogerGatesChapter#10MarketingAnalytics

LearningObjectivesUnderstandwhat’sincludedinmarketinganalytics.Reviewtechniquesforanalyzingdata.Gainagreaterunderstandingofbigdata.Exploredatamining.Understanddifferencesinanalyticalforbigandlittledata.Defineartificialintelligence,machinelearninganddeeplearning.Outlinethekeyissuesregardingconsumerprivacy.Copyright?2021JohnWileySons,Inc.10-2

IntroductionStructureddataisdatathatarehighlyorganizedandcanberepresentedastablesmadeupofrowsandcolumnsRowsareobservationsforasingleunitofthepopulationColumnsarevariableslikeage,gender,andincomeCanbeshowninExcelUnstructureddataisdataorinformationthatisnotneatlystructuredExamplesincludeemails,socialmediaposts,onlinereviews,photos,andtextChapters12-14discussanalyzingstructureddataThischapterlooksattoolstoanalyzealltypesofdata10-3Copyright?2021JohnWileySons,Inc.

WhatIsMarketingAnalytics?Marketinganalyticsisthediscovery,interpretation,andcommunicationofmeaningfulpatternsindataTheinsightsgainedenablesmarketingmanagerstobetterunderstandtheircustomersandmarketsThedevelopmentofmarketinganalyticshasrapidlyacceleratedbasedontheemergenceofbigdata,advancesinanalyticaltoolsandimprovementsininformationtechnologyPartsoftheprocessGetthedataOrganizeandmergethedataAnalyzeAct10-4Copyright?2021JohnWileySons,Inc.

TheMarketingAnalyticsProcessGettingthedata:weneedtogothroughaprocessthatfirstinvolvesidentifyingdatasourcesandthenobtainingandanalyzingthedatatoanswerourquestionsBigdatasources:OnlineretailersSearchenginesSocialmediaDatafromtraditionalsources:InternalcompanydataDatafromtraditionalprimarysources10-5Copyright?2021JohnWileySons,Inc.

TheMarketingAnalyticsProcessContinuedTraditionaldatabase/datawarehouse

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