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M K T G 5 6 2 ­ 2 1 _ S U 2 0 M K T ANALYSIS&CUSTOMER INSIGHT https://www.solvedcollegepapers.com/product/full­ course­solution­mktg562­21su20­mkt­analysiscustomer­ insight/ W Description MKTG562­21_SU20 MKT ANALYSIS&CUSTOMER INSIGHT DOWNLOAD HERE: https://www.solvedcollegepapers.com/product/full­ course­solution­mktg562­21su20­mkt­analysiscustomer­ insight/ M1: Discussion Case Study Fixing Facebook Read the case Study Fixing Facebook: Fake News, Privacy and Platform Governance (found in the coursepack) and respond to the following questions: (not more then 250 words) 1. What has been your experience with being Targeted

by Facebook Ads? 2. What specific action would you take on content a) content curation; b) deep fakes; c) privacy; and d) political advertisement?

3. Does the oversight board proposed by Facebook solve the problem?

4. What are the financial implications of your recommendations?

Please respond one of the following questions and comment on the response of one of your colleagues: The quality of your discussion responses will be evaluated using the attached rubric. The rubric can be viewed by clicking the settings icon on the upper right of the discussion and selecting the “Show Rubric” button.

Course summary: MKTG562­21_SU20MKT ANALYSIS&CUSTOMER INSIGHT Date Details Due Mon, 6 Jul 2020 Assignment M1: Discussion Case Study Fixing Facebook due by 18:30

Assignment M1: Discussion Competing on Customer Journey due by 18:30

Assignment Wk1: Quiz for article Competing on Customer Journey due by 18:30 Mon, 13 Jul 2020 Assignment M2: Experiments in Business Quiz due by 18:30

Assignment M2: Mountain Man Case Study Discussion due by 18:30 Mon, 20 Jul 2020 Assignment M3: Customer Journey Map Design Group Project due by 18:30

Assignment M3: Customer Lifetime Value Quiz due by 18:30 Mon, 27 Jul 2020 Assignment M4: Discussion on Rosewood Hotels and Resorts due by 18:30

Assignment M4: Quiz on article Diamonds in the Data

due by 18:30

Assignment M4: Written Case Report (All Students): Rosewood Case Study due by 18:30 Mon, 3 Aug 2020 Assignment M5: Predictive Analytics using JMP Assignment (Group) Submit here due by 18:30 Mon, 10 Aug 2020 Assignment M6: Article Advertising Analytics 2.0 Quiz due by 18:30

Assignment M6: Zoom Discussion Predicting Consumer Tastes with Big Data at GAP due by 18:30

Assignment Universal Rental Car Simulation Report ­ submit here due by 18:30 Course summary: MKTG562­21_SU20MKT ANALYSIS&CUSTOMER INSIGHT

Data Privacy Resources: EU's GDPR DOWNLOAD HERE: https://www.solvedcollegepapers.com/product/full­ course­solution­mktg562­21su20­mkt­analysiscustomer­ insight/

https://gdpr.eu/ (Links to an external site.)

https://edps.europa.eu/ (Links to an external site.)

California Consumer Privacy Act:

https://www.oag.ca.gov/system/files/attachments/pres s_releases/CCPA%20Fact%20Sheet%20%2800000002%29.pdf Course summary: MKTG562­21_SU20MKT ANALYSIS&CUSTOMER INSIGHT

M1: Discussion Competing on Customer Journey No unread replies.2828 replies.

From your reading of the article, Competing on Customer Journeys by Edelman and Singer (found in the coursepack), describe what you consider to be the important aspects of creating a customized customer journey. Also, mention the key insightful aspects of the examples mentioned in the article. (not more than 200 words).

Note: We return to this topic in week 2 with a group assignment to create a Customer Journey Map. The quality of your discussion responses will be evaluated using the attached rubric. The rubric can be viewed by clicking the settings icon on the upper right of the discussion and selecting the “Show Rubric” button.

Course summary: MKTG562­21_SU20MKT ANALYSIS&CUSTOMER INSIGHT Wk1: Quiz for article Competing on Customer Journey 

Due 6 Jul 2020 at 18:30



Points 4



Questions 4



Time limit 12 Minutes

Instructions Please read the article “Competing on Customer Journey and take this quiz.

M2: Experiments in Business Quiz 

Due 13 Jul 2020 at 18:30



Points 4



Questions 4



Time limit None

Attempt History

Attempt Time Score LATEST Attempt 1 16 minutes 3 out of 4 Quiz results are protected for this quiz and can be viewed a single time immediately after submission.

Score for this quiz: 3 out of 4

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Course

summary: MKTG562­21_SU20MKT

ANALYSIS&CUSTOMER INSIGHT M2: Mountain Man Case Study Discussion Discussion questions (maximum 300 words) 1. What about these factors allowed it to create such a strong brand?

2. Should MMBC introduce a light beer? Why or why not?

3. Provide two strategic marketing recommendations on how to implement the (a) light beer strategy or (b) the alternate strategy you recommend.

Note: No need to do the bread even analysis M3: Customer Journey Map Design Group Project Customer Journey Map Design Group Project

(Please present your journey map to the class on this date – 10 minute max presentation) Working as a team develop a customer journey map that documents the different stages that the customer goes through from becoming aware to finally purchasing and using a product or service. Select one of the companies a member of the team works for and do the journey map. You can focus on a specific market segment to simplify the process. If your company already has customer journey maps, select a company or product among you that does not have a journey map. It’s important that students engage in the process.

DOWNLOAD HERE: https://www.solvedcollegepapers.com/product/full­ course­solution­mktg562­21su20­mkt­analysiscustomer­ insight/

Course summary: MKTG562­21_SU20MKT ANALYSIS&CUSTOMER INSIGHT There is really no one definitive format for building journey maps. Journey maps vary widely. Journey maps should capture the customer at different stages of from awareness through buying and post­purchase states. Secondly, it should explain the role of each

channel touch point at each of these stages. Thirdly, it should specify what metrics you would want to capture on the customer at each of these stages.

Finally, it should specify some strategic objective or persuasion objective at each of these stages.

Beyond these requirements, you have wide latitude to design your journey map. You should deliver a 1. a journey map (sequential boxes and arrows) and 2. a grid (see Journey Map folder in files menu).

Please note this is your decision and that the instructor is not in a position, given the pace of the course, to provide guidance while you’re doing the journey map. Don’t obsess about perfection; Journey maps evolve over time to improve their relevance and usefulness. Two articles should be read before attempting this journey map.

Provide a paragraph explaining the company and product/service followed by your journey map. If you decide to do a diagram I recommend you use power point. Format Powerpoint or Word Suggestions executing this project: First take a look the articles (scan to see if helpful): Journey Map Instructions

Actions

Customer Journey map PowerPoint

Actions

The 7 Best Practices for Delivering a Better Customer Experience

Actions DOWNLOAD HERE: https://www.solvedcollegepapers.com/product/full­ course­solution­mktg562­21su20­mkt­analysiscustomer­ insight/

1. . YouTube is also a good resources.

2. Select company and product sales to be mapped. Have the person who is familiar with the company create boxes and arrows with prepurchase and post­purchase steps.

Have 2 group members review the Definitive Guide to Marketing Metrics & Analytics

Actions

3. (Pages 23­31 and 49) article so they can suggest relevant metrics at each point of the Journey. Consider if any of these metrics are apply to point on the customer journey.

Add details/content to the map using the Journey Map Grid Format

Actions

4. To be clear you need to have a map (boxes and arrows) AND a grid or table with details.

5. Write a summary of the journey map and submit. Highlight the key aspects of the journey.

6. Don't do the following: Copy a journey map from a web site. Its usually evident that its copied and it usually has gaps because companies will remove insightful links before posting them. Also the the grid will be weak.

Rubric: Course

ANALYSIS&CUSTOMER INSIGHT

summary: MKTG562­21_SU20MKT

MKTG562 Customer Journey Map Criteria Ratings Pts This criterion is linked to a learning outcomeJourney may is comprehensive and informative addressing pre­purchase, purchase and post purchase .

50 Pts Exceptional 46 Pts Satisfactory 44 Pts OK 37.5 Pts Well below expectations 50 pts This criterion is linked to a learning outcomeClearly indicates the customer’s steps or actions through the purchase cycle.

15 Pts Exceptional

14 Pts Satisfactory 12 Pts OK 11.25 Pts Well below expectations 15 pts This criterion is linked to a learning outcomeProposed metrics are sufficient and appropriate.

20 Pts Exceptional 18.4 Pts Satisfactory 17.6 Pts OK 16 Pts Well below expectations 20 pts This criterion is linked to a learning outcomeA clear informative description is provided.

15 Pts Exceptional 14 Pts Satisfactory 12 Pts OK 11.25 Pts Well below expectations 15 pts Course summary: MKTG562­21_SU20MKT ANALYSIS&CUSTOMER INSIGHT

M4: Discussion on Rosewood Hotels and Resorts – Delta From MKTG562_21SU20 No unread replies.33 replies.

The following questions will be discussed in the zoom class: Assuming Rosewood decides to go ahead with the corporate brand strategy, recommend some initiatives aimed at:

1. Building consumer awareness perception of the Rosewood Brand, 2. Improving booking including cross­property stays, and 3. Ensuring service quality across properties. (max 100 words single spaced) M4: Quiz on article Diamonds in the Data 

Due 27 Jul 2020 at 18:30

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Points 3



Questions 3



Time limit 12 Minutes

Instructions Please read the article and answer the questions

Attempt History

Attempt Time

Score LATEST Attempt 1 4 minutes 3 out of 3 Score for this quiz: 3 out of 3 Submitted 23 Jul 2020 at 11:44 This attempt took 4 minutes.

Question 1 1 / 1 pts Harrah’s developed triggers to: to understand why customers chose to play a certain machine? to predict when customers will come to the casino?. to determine if customers are likely to have a winning hand?

Correct! to initiate automated action to change a customer’s mental state?

Question 2 1 / 1 pts Harrah’s decided to link employee rewards to customer satisfaction and accordingly chose to measure all employees in stead of a sample on speed and friendliness.

Correct!

True False Question 3 1 / 1 pts When Harrah’s decided to arrange customers into lines according to the card they carried… …switched games more frequently. …many customers responded by going to other casinos. .. customers responded by avoiding the lines.

Correct! ..many customers were inspired to earn more points.

M4: Written Case Report (All Students): Rosewood Case Study Note: This is an individual assignment and sharing your analysis with other students is unethical.

According to the Rosewood case study, moving to a corporate brand from an individual brand is expected to improve customer lifetime value (CLV). Use the Rosewood

excel

file Rosewood_students

V3.xlsx

download( also available in files menu) to calculate the impact of the new brand strategy on customer lifetime value.

Please note that there are items in the spreadsheet to be included in the analysis that are not mentioned in the case study that will impact lifetime value.

The assumed of 115,000 guests has been increased to 125,000 guests as a result of an inflight adverting campaign with business class customers of Delta airlines.

After determining the increase in CLV resulting from the changes, use it to estimate the additional sales to be targeted (see lower left of the spreadsheet).

Please submit your spread sheet with the analysis (in Excel format) along with a word file (single­spaced not more then 1/2 page): (a)explaining your analysis, and (b) suggesting some possible reasons for the reduction in customer acquisition cost from $150 to $125 with the new brand strategy.

Note: You only need to make changes to row 37 downwards of the spreadsheet. No changes are needed above row 37.

Rubric MKTG562 Rosewood 2018 V2

Criteria Ratings Pts This criterion is linked to a learning outcomeAnalysis is correct and clearly presented

50 Pts Strong 45 Pts Satisfactory 41 Pts good 10 Pts Unacceptable 50 pts This criterion is linked to a learning outcomeAnalysis is correctly explained including the influence of factors impacting CLV

30 Pts Strong 27 Pts Satisfactory 25 Pts

good 15 Pts Unacceptable 30 pts This criterion is linked to a learning outcomeReasons for the reduction in customer acquisition cost are adequately explained

20 Pts Full Marks 17 Pts Strong 15 Pts Weak 10 Pts No Marks 20 pts

M5: Predictive Analytics using JMP Assignment (Group) Submit here

Predictive Analytics using JMP Pro Assignment

Professor Johnson’s JMP Software Tutorial: Marketers are interested in understanding what factors determine the likelihood of attracting new customers (predicting customer acquisition), what factors determine the next best offer to make to a customer to elicit purchase (next best offer) and what factors determine customer churn (leaving).

These are 3 situations in which marketers use predictive analytics. In this exercise, we use logistical regression to predict a binomial dependent variable (for example, 1.churn /0. No churn) to predict customer response. Part 1 requires that you replicate an example from the text and part 2 requires that you develop a model that predicts customer churn.

Objective: To develop familiarity with JMP and doing predictive analytics.

JMP PRO 14 Statistical Package available for free download in the OIT Software Repository (Links to an

external site.). (Use your netID and password to gain access)

Part 1: Read Chapter 5 of Creating Better Models with JMP PRO (pages 101 to 114 – stop at Titanic Passengers). Use the JMP PRO Application and the data table or data file lostsales

download(Download the file and open it in JMP PRO) to replicate the following analysis from chapter 5. You are replicating the lost sales example which involves predicting “order status” using 3 variables, namely quote, time to delivery and part type.

1. Chart/graph each variable individually. To save your output use the Insert/clippings function in MS Word to cut and paste your results into a Word document (make sure its readable).

2. Do the “Fit Y by X” analysis using status as Y and the remaining variables as X variables.

3. Estimate a logistic regression to predict order status (Y) using the 3 predictor variables.

The Y variable is categorical (order/no order) so you will select nominal logistic in the personality window.

4. Review the parameter estimates window and identify and remove the insignificant variable (p< or=.05) and rerun the model.

5. Save the output results for your report.

Select fit details and report on the misclassification rate of the model. Pay attention to the coefficients and the signs (negative or positive) for each variable in interpreting your results.

6. Select the red arrow at the top of the results page at Nominal Logistics Fit and scroll down to save probability formula and select. Then view the data table. There are now 4 new columns in your data. The right most columns is what the model predicts based on the data. If your compare the predictions with the actual you can identify the cases where the model makes incorrect predictions. Include a screen shot of the data table with the new results. Take note that if you add new data for the predictor variables to the spreadsheet, the model will predict the dependent variable: churn or lost sales

Part 2: Predicting Customer Churn Customer retention is a big challenge in the ultracompetitive mobile phone industry. A mobile phone company is studying factors that predict customer churn, a term used for customers who have moved to another service provider.

The Task The company would like to build a model to predict which customers are most likely to move their service to a competitor. This knowledge will be used to identify customers for targeted interventions, with the ultimate goal of reducing churn.

Use the data file churn2­bbm.jmp

downloadin the files menu The sample data set consists of 3,332 customer records. The response variable of interest is the column called Churn, which takes two values: True The customer has moved to another service provider.

False The customer still uses “our” service.

The potential predictors are primarily related to service use and account.

In the model specification window select true for Target Level to indicate that your model is predicting the likelihood that customers churn (inverse of the retention rate).

Deliverables: Note that the churn example is used in the neural network predictive modeling exercise in chapter 7. I don’t require you to do the neural network model. I only required that you use the data to estimate a logistic regression model predicting the likelihood of customer churn. From this exercise identify the variables that significantly predict the likelihood of a phone customer churning. Please include the results page in your report and a page view of the data table with the predicted results from step 6 above. Note that many of the variables will be insignificant and you will need to delete them and rerun the model. You can capture this information using a screen clip in Word.

Considering the variables that predict customer churn, identify 4 bulleted (each explained in no more than 3 sentences) recommendation to reduce phone customer churn.

Explain in your words the steps you took to develop the model and your assessment of the value or usefulness of the model.

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Rubric

MKTG562 Predictive Modelling Exercise (1) (1) Criteria Ratings Pts This criterion is linked to a learning outcomeThe model was correctly run as indicated by the estimates and diagnostics.

50 Pts Exceptional 46 Pts Satisfactory 44 Pts OK 37.5 Pts Well below expectations 50 pts This criterion is linked to a learning outcomeBoth exercise 1 and 2 done correctly – estimates and diagnostics

15 Pts Exceptional

13 Pts Satisfactory 11.25 Pts OK 11.25 Pts Well below expectations 15 pts This criterion is linked to a learning outcomeModel results are interpreted and effective recommendations are generated to reduce customer churn

20 Pts Exceptional 17.6 Pts Satisfactory 16.5 Pts OK 16 Pts Well below expectations 20 pts

This criterion is linked to a learning outcomeThe model development steps and its value are clearly explained.

15 Pts Exceptional 13.5 Pts Satisfactory 12 Pts OK 11.25 Pts Well below expectations 15 pts

M6: Zoom Discussion Predicting Consumer Tastes with Big Data at GAP Please read the case study “Predicting Consumer Tastes with Big Data at GAP” and answer the following questions to be discussed in class. Please be direct and concise in your answers.

1. How well can one predict consumer fashions preferences based on past purchasing data? What

assumptions does one need to make about consumer preferences to use past purchasing data to predict future purchasing behavior (max 50 words) ?

2. Does the big data approach work for all three of Gaps brands? Old Navy, Gap and Banana Republic? Why or why not (50 words)?

3. Should Peck allow gap brands to be sold on Amazon? If yes what products ( 2. sentences max) 4. What decisions are predictive analytics good for and not good for in marketing? Give an example of each (50 words max).

Universal Rental Car Simulation Report – submit here Please do not speak (collude) with your colleagues. This is a self learning exercise.

You will access the simulation via your coursepack. Please view the illustrative video that explains how to run the simulation and the decisions you need to make. Setting price is your most important decision. You are managing a Rent a Car company that operates in 3 markets. You make a series of quarterly decisions that you submit. The simulation generates results which you review and inform you subsequent decision making. You can run the

simulation as many times as you like.

Please do not discuss this report with your colleagues or share it with anyone else. Where necessary please use data or charts etc. from your analysis to illustrate your points. You may use outputs/results to support your observations and these may be placed in an appendix or be a part of the report. The emphasis of this simulation is to demonstrate self­learning.

Please answer the four questions below based on your experience running the simulation. Your answers should be restricted to a maximum of 4 pages, single­spaced, 12­ point font (+plus exhibits as you see fit). Please use MS Word format. 

How would you characterize the

behavior of each city and each type of customer’s (business/leisure)? 

How would you characterize the

elasticity of demand in each market and overall? Which factor of demand heterogeneity (causes or sources of variance in demand) played the most critical role in your overall performance?



What pricing strategy did you use as

you played the game? What was your objective — what were you trying to maximize? (i.e., profit maximization, market share maximization, meet competition, status quo, etc.). Overall how does price affect demand? 

Make 3 strategic recommendations on

how a specific car rental firm could gain market share and remain profitable in these markets going forward.