First in a series on marketing analytics, this six-minute video by Raj Venkatesan introduces the concept of marketing analytics and answers some basic questions: What is marketing analytics? How is marketing analytics used? It explores the difference between descriptive analytics and predictive analytics and why marketing analytics is an important resource for an organization. Also addressed are t
One potential use of marketing analytics is resource allocation. This four-minute video by Raj Venkatesan addresses how predictive marketing analytics was used at Samsung to optimize its marketing budget and the effect it had on brand recognition. By examining the actual marketing allocation by country and comparing it with the ideal allocation, Samsung was able to move into the top 10 worldwide b
This six-minute video introduces the steps involved in a company's optimal allocation of marketing inputs. Using the DuPont model as an example, Raj Venkatesan explains how a company might use data to optimize a given metric such as market share, customer lifetime value, or profit.
This eight-minute video is part of a series on marketing analytics. Using the hypothetical example of Pfizer, Raj Venkatesan applies a system-of-metrics framework to determine the resource allocation of Pfizer's sales calls. In this case, using empirical relationships, Pfizer can determine the optimal number of sales calls to grow sales and increase the profit per physician.
This four-minute video discusses the calculation of return on marketing investments. Different from the traditional ROI measure, marketing ROI (MROI) focuses on the incremental return on marketing. It helps with resource allocation by answering the question: Did marketing work or not? Raj Venkatesan provides two compelling and real-life examples of where MROI can be used.
Using the hypothetical company Powerful Power Tools, this seven-minute video walks through the calculations to determine the marketing return on investment (MROI). In addition to the MROI, Raj Venkatesan discusses some of the underlying assumptions in the MROI model, as well as a number of questions to help understand its use.
This five-minute video introduces a hypothetical example illustrating the problem of digital media attribution. The growth in technology has complicated the allocation of marketing resources, but it also offers opportunities. Raj Venkatesan, using Intuit as an example, discusses six possible paths to purchase an Intuit product and how the proliferation of media has complicated the marketing-alloca
This eight-minute video presents the marketer's challenge posed by the proliferation of media: How do we optimize the allocation of marketing resources among the numerous options available? Raj Venkatesan also introduces a concept that he calls the Media Attribution Ladder and discusses its role in the ongoing allocation of marketing resources.
This two-minute video describes a continuous-marketing-improvement process that optimizes the allocation of marketing resources. Combining marketing intuition, econometrics, and experimentation with a feedback loop provides the continuous-improvement process for allocating marketing resources over time.
Brainstorming is the transition from "What is?" to "What if?" in Jeanne Liedtka's 15-step Design Thinking methodology. This 16-minute video describes the goals of brainstorming in the design thinking context. Also included in the video are a series of best practices for effective idea generation. This video is part of the Design Thinking video series meant to accompany any one of three cases (Aren