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Total: 6576

  1. article

    Why NPS is not the best measurement of success

    The author discusses the pros and cons of relying on one ultimate question and the Net Promoter Score to measure success.

  2. glossary

    Conditional Probability

    The probability of a given event when additional information about that event is known. For example, the probability of rolling a one on the toss of a die when we are given the additional information that the roll landed on an odd number. Conditional probability is the likelihood of a given event happening when additional information about that event is known. For instance, the probability of rolling the number one on the toss of a die when given the additional information that the roll landed on an odd number. In other words, conditional probability quantifies the probability of one event under the condition that a specific condition or event took place. It helps marketing researchers analyze how variables or factors influence consumer behavior, purchase decisions and market trends. Conditional probability uncovers nuanced patterns in consumer behavior by answering questions like: "What's the likelihood that customers will buy a product given their previous purchase history?" or "How does the probability of a positive review change based on demographic factors?" Who relies on conditional probability? Marketers professionals, analysts and researchers use conditional probability to understand and predict consumer preferences, to segment markets and to develop targeted strategies. They examine conditional relationships between actors like demographics, purchase history and online behavior. Why should I care about conditional probability? Conditional probability permits marketing professionals to understand interplay between variables. An understanding of how certain conditions affect consumer responses allows marketers to optimize resource allocation, personalize marketing efforts and enhance customer engagement.

  3. sourcebook

    Panoplai

    Panoplai helps brands and agencies make faster, better decisions on innovation, marketing and strategy — combining human research, synthetic data, digital twins and simulation on one transparent, closed-loop platform.

  4. article

    The Net Promoter Score debate and the meaning of customer loyalty

    The author, a Net Promoter Score (NPS) skeptic, argues that NPS isn't an accurate measure of or predictor of loyalty. Rather than relying on one metric, firms should use a number of loyalty questions to ensure that at-risk customers are identified.

  5. glossary

    Classification Tree Analysis

    Classification Tree Analysis is used to predict membership of cases or objects in the classes of a categorical dependent variable from their measurements on one or more predictor variables. Classification tree analysis is one of the main techniques used in data mining. Classification tree analysis, also known as decision tree analysis, is one of the most-used data mining techniques. Employed to analyze and predict consumer behavior, it involves developing a tree-like model to segment and categorize customers based on various attributes and variables. This technique uncovers patterns and relationships within the data that might not be visible through traditional methods. True to its name, classification tree analysis develops a visual representation of decision-making processes, which permits marketing professionals to act based on the most influential variables. Who relies on classification tree analysis? Marketing analysts, researchers and data scientists use classification tree analysis to learn about their target audiences, optimize marketing strategies and develop marketing campaigns based on customer segments. Why should I care about classification tree analysis? Classification tree analysis provides insights into customer preferences, identifies key purchasing factors and creates more focused marketing strategies. The analysis helps bolster customer engagement, increase conversion rates and improve return on investment.

  6. article

    StubHub goes all-in: a cautionary tale in pricing research

    There’s been an ongoing call from consumers in recent years for honesty and transparency in marketing. After all, the last thing anyone wants is to feel like someone is pulling a fast one on them. There’s evidence of this, especially, ...

  7. article

    Gen Z’s mental health crisis is real: What research tells us about brand responsibility

    Brands can build deeper trust and relevance with Gen Z by offering tangible support, using authentic storytelling and encouraging ongoing and inclusive conversations. Brands must be ready to step up, engage responsibly and drive meaningful impact on one of the most important issues facing young consumers today: mental health.

  8. article

    Roundtable participants outline issues facing the industry

    Dynamic discussions highlighted the industry roundtables held in Los Angeles in September during the American Marketing Association’s annual marketing research conference. Sixteen professional moderators, led by the author, guided these groups, each one focused on a specific industry: consumer packaged goods, health services, financial services, automotive, high-tech and communications and public policy. Groups also concentrated on issues facing the travel, leisure, entertainment and restaurant industries. This article shares some of the commentary from those sessions.

  9. article

    Trade Talk: Analyst sees more growth for marketing research industry

    This article features one analyst’s thoughts on the market research, reports and services market.

  10. article

    Not always child's play - getting branded characters to perform

    Using animated licensed characters on packaging is one of the oldest tricks of the trade yet brands still struggle to make it work for them. The following article includes the five tiers of using branding characters to create the greatest positive impact.

  11. article

    Trade Talk: What do clients want from a research firm?

    In keeping with this month's focus on customer satisfaction, one study reveals research clients want to work with firms that are honest, cares about their business, have has good marketing consultants, are nationally-known; and are flexible in meeting their needs.

  12. article

    Loyalty research in B2B contexts

    Loyalty has received a lot of press in recent years. Definitions and prescriptions for measurement vary substantially depending on which expert one asks. This article argues for a particular conceptualization of loyalty and explains why it is so fitting for business-to-business contexts. The article includes a logical checklist of design considerations for creating new loyalty research programs or revisiting the quality of existing programs.