Quality planning: Bridging the gap between marketing and media planning

Article Abstract:

Marketing is increasingly moving away from target groups based on sociodemographic characteristics, and towards brand positioning. By positioning brands in a consistent and recognisable manner, the aim is to concentrate on the momentary needs of the consumer and make the brand attractive to all consumers with similar needs. Given this changing focus, current media research is no longer sufficient, and a new model is needed: Quality Planning, which provides new qualitative information and allows advertisers, media planners and media strategists to communicate.

Product management, Marketing management, Marketing, Marketing models

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We are drowning in data but we lack information

Article Abstract:

Many marketing organizations are facing growing demand for research. However, additional data does not necessarily allow a company to improve the effectiveness of its marketing. A better approach would be to focus on the structure of existing information and on how to make this information more accessible. Attention must be given to optimizing existing data and to creating knowledge and expertise to support the decision-making process. In this way, it is possible to better anticipate the requirements of internal clients.

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Prediction of customer segments with neural nets

Article Abstract:

The neural network modelling approach can play a key role in predicting one data set from another. Recent research in this area used the multi-layer feed forward network with the back-propagation learning rule, and was in this way able to detect patterns in an input profile. It was found that a combined system of neural network and decision rules, based on data which is readily available from a customer database, makes it possible to model and predict customer segment membership.

Usage, Computer networks, Neural networks

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