DecisionPro, Inc - Marketing Engineering & Analytics
2009-2010 Instructor Webinar Series
This webinar series was targeted towards new and current instructors teaching with Marketing Engineering for Excel.
Each webinar is approximately 45 minutes long. Most models are separated into two webinars. The first webinar focused on the theory of the model while the second webinar focused on the implementation of the model using Marketing Engineering for Excel software.
These archived webinars are available for confirmed instructors registered on our website with the exception of the Introduction/Overview (First Time Instructors) webinar.
Introduction/Overview (First Time Instructors)
What this Webinar Will Cover
Our two companion products, the textbook Principles of Marketing Engineering and the software Marketing Engineering for Excel (ME>XL) offer a unique learning combination of concept and applied technique.
Principles provides the concepts of marketing analytics (blended with conceptual marketing) in a way that is accessible to all marketing instructors and to more advanced marketing undergrads and MBAs.
ME>XL provides widely used and impactful marketing analytics software, packaged in an easy-to use Excel format. That format makes both the purpose of the software and its operation transparent to first time users as well as to those with more experience.
These products have evolved through years of research and development, and have been used successfully in over 100 business schools internationally.
To introduce Principles and ME>XL, during this webinar, we will:
- Demonstrate the need for Marketing Engineering as a critical component in contemporary marketing education
- Outline the structure and the coverage of Principles of Marketing Engineering
- Briefly demonstrate the Marketing Engineering software
- Outline where this new material can make a real pedagogic difference in courses such as : Marketing Strategy, Marketing Communications, Product Policy, New Product Management, Marketing Research and others
- Answer questions about possible testing and adoption
Archived Recording
Segmentation - Part 1 - Theory
What these Webinars Will Cover
Modern marketing programs are built around the concepts of segmentation and targeting, i.e.. the allocation of business resources in concert with segmentation. Ted Levitt went so far as to say that "If you are not thinking segmentation, you are not thinking," at least in a business sense.
Part 1 of this series will focus on the importance of segmentation and what insights can be realized through segmentation.
Archived Recording
Segmentation - Part 2 - Software Implementation
What these Webinars Will Cover
Modern marketing programs are built around the concepts of segmentation and targeting, i.e.. the allocation of business resources in concert with segmentation. Ted Levitt went so far as to say that "If you are not thinking segmentation, you are not thinking," at least in a business sense.
Part 2 of this series will show how to use Marketing Engineering for Excel (ME>XL ) software to teach a six step segmentation process where students will clearly see the power of market segmentation. The ME>XL tool is an Excel add-in that students quickly learn and can take with them when they enter the marketing profession.
Archived Recording
Positioning - Part 1 - Theory
What these Webinars Will Cover
Product positioning is an essential element in any marketing program. Insight into customer perceptions allow marketers to position products for maximum market penetration. By understanding how customers value product attributes, marketers can focus marketing programs uniquely for each segment within a market.
Part 1 of this series will focus on the importance of positioning and what insights can be realized through positioning.
Archived Recording
Positioning - Part 2 - Software Implementation
What these Webinars Will Cover
Product positioning is an essential element in any marketing program. Insight into customer perceptions allow marketers to position products for maximum market penetration. By understanding how customers value product attributes, marketers can focus marketing programs uniquely for each segment within a market.
Part 2 of this series will show how to use Marketing Engineering for Excel (ME>XL ) software to create perceptual maps and how to predict potential market share based on product positioning. The ME>XL tool is an Excel add-in that students quickly learn and can take with them when they enter the marketing profession.
Archived Recording
Advanced Tips and Techniques - Part 1
What these Webinars Will Cover
Dr. Arnaud De Bruyn delves deeper into Marketing Engineering for Excel and discusses some advanced tips for teaching with the software.
Part 1 of this series will focus on how to use forms in Google Docs to engage students.
Archived Recording
Advanced Tips and Techniques - Part 2
What these Webinars Will Cover
Dr. Arnaud De Bruyn delves deeper into Marketing Engineering for Excel and discusses some advanced tips for teaching with the software.
Part 2 of this series will focus on harvesting the synergies between segmentation and positioning.
Archived Recording
Bass Model - Theory and Software
What this Webinar Will Cover
This webinar will describe analytical approaches for forecasting the long-term adoption patterns for a fundamentally new technology, product, or idea (e.g., hybrid car, beta blocker, personal computer, organic food). Developing such forecasts is important for understanding the long-term business opportunities and challenges associated with emerging technologies. Opportunities include growth in primary demand (e.g., end-user products based on a technology), secondary demand (B-to-B products), as well as derived demand (related products), and the challenges include potential sales decline for those companies selling substitute products and technologies.
In the webinar, we will focus on the "how," "why", and "so what" of the Bass forecasting model, which has had a long history of applications in Marketing.
Archived Recording
Customer Choice - Part 1 - Theory
What this Webinar Will Cover
Understanding how customers make choices about products and services is a critical ingredient for marketing success, especially for those in direct mail, CPG, financial services, and online retailing industries. Such understanding is very useful for improving managerial decisions regarding marketing programs and activities (e.g., price, warranty) that drive actual customer behavior. The choice modeling module in ME>XL is an Excel add-in that students can learn quickly and take with them when they enter the marketing profession. ME>XL models are all accompanied by a robust set of tutorials, business cases and instructor materials.
Part 1 of this series will focus on the theory of customer choice modeling... the what and why.
Archived Recording
Customer Choice - Part 2 - Software Implementation
What this Webinar Will Cover
Understanding how customers make choices about products and services is a critical ingredient for marketing success, especially for those in direct mail, CPG, financial services, and online retailing industries. Such understanding is very useful for improving managerial decisions regarding marketing programs and activities (e.g., price, warranty) that drive actual customer behavior. The choice modeling module in ME>XL is an Excel add-in that students can learn quickly and take with them when they enter the marketing profession. ME>XL models are all accompanied by a robust set of tutorials, business cases and instructor materials.
Part 2 of this series will show how to use Marketing Engineering for Excel (ME>XL ) software to run Customer Choice Analysis. The ME>XL tool is an Excel add-in that students quickly learn and can take with them when they enter the marketing profession.
Archived Recording
Introduction/Overview (First Time Instructors)
What this Webinar Will Cover
Our two companion products, the textbook Principles of Marketing Engineering and the software Marketing Engineering for Excel (ME>XL) offer a unique learning combination of concept and applied technique.
Principles provides the concepts of marketing analytics (blended with conceptual marketing) in a way that is accessible to all marketing instructors and to more advanced marketing undergrads and MBAs.
ME>XL provides widely used and impactful marketing analytics software, packaged in an easy-to use Excel format. That format makes both the purpose of the software and its operation transparent to first time users as well as to those with more experience.
These products have evolved through years of research and development, and have been used successfully in over 100 business schools internationally.
To introduce Principles and ME>XL, during this webinar we will:
- Demonstrate the need for Marketing Engineering as a critical component in contemporary marketing education
- Outline the structure and the coverage of Principles of Marketing Engineering
- Briefly demonstrate the Marketing Engineering software
- Outline where this new material can make a real pedagogic difference in courses such as : Marketing Strategy, Marketing Communications, Product Policy, New Product Management, Marketing Research and others
- Answer questions about possible testing and adoption
Archived Recording
Conjoint Analysis - Part 1 - Theory
What these Webinars Will Cover
Research suggests that if one builds competitive superiority into an offering at early stages of the new product development process, it is more likely to be a successful offering in the marketplace. To build such superior offerings requires an understanding of the trade-offs customers make when evaluating new offers relative to the existing offerings in the market. Conjoint Analysis is a proven and widely used technique for measuring how customers will make trade-off decisions in evaluating product options that are available, or will become available in the marketplace.
Part 1 of this series will focus on the importance of Conjoint Analysis and what insights can be realized through Conjoint.
Archived Recording
Conjoint Analysis - Part 2 - Software Implementation
What these Webinars Will Cover
Research suggests that if one builds competitive superiority into an offering at early stages of the new product development process, it is more likely to be a successful offering in the marketplace. To build such superior offerings requires an understanding of the trade-offs customers make when evaluating new offers relative to the existing offerings in the market. Conjoint Analysis is a proven and widely used technique for measuring how customers will make trade-off decisions in evaluating product options that are available, or will become available in the marketplace.
Part 2 of this series will show how to use Marketing Engineering for Excel (ME>XL ) software to run Conjoint Analysis. The ME>XL tool is an Excel add-in that students quickly learn and can take with them when they enter the marketing profession.
Archived Recording
Resource Allocation - Part 1 - Theory
What these Webinars Will Cover
Perhaps the most important decisions marketers face on a regular basis involve setting and defending their budgets: How much should I spend in total? and "How should I allocate my budget? (across media, market segments, geographies, products and time). Such decisions are still largely being made today based on rules of thumb ("% of anticipated sales") or inertia ("% increase from last year with the same allocation"). There is a better way to address these challenges even when hard data are unavailable: the response model or "tribal wisdom" approach to linking marketing inputs (spending levels and allocations) to market outcomes (levels of awareness, preference or purchase)
Part 1 of this series will focus on the theory of resource allocation.
Archived Recording
Resource Allocation - Part 2 - Software Implementation
What these Webinars Will Cover
Perhaps the most important decisions marketers face on a regular basis involve setting and defending their budgets: How much should I spend in total? and "How should I allocate my budget? (across media, market segments, geographies, products and time). Such decisions are still largely being made today based on rules of thumb ("% of anticipated sales") or inertia ("% increase from last year with the same allocation"). There is a better way to address these challenges even when hard data are unavailable: the response model or "tribal wisdom" approach to linking marketing inputs (spending levels and allocations) to market outcomes (levels of awareness, preference or purchase)
Part 2 of this series will show how to use Marketing Engineering for Excel (ME>XL ) software to run Resource Allocation. The ME>XL tool is an Excel add-in that students quickly learn and can take with them when they enter the marketing profession.
Archived Recording
Customer Lifetime Value - Part 1
What these Webinars Will Cover
In today's marketing environment, a Customer's Lifetime Value (CLV) is a significant factor when developing customer acquisition or retention programs. Join us as we explore how Marketing Engineering can assist in showing your students how to leverage this data in their marketing efforts.
Part 1 of this series will focus on the theory of customer lifetime value.
Archived Recording
Customer Lifetime Value - Part 2
What these Webinars Will Cover
In today's marketing environment, a Customer's Lifetime Value (CLV) is a significant factor when developing customer acquisition or retention programs. Join us as we explore how Marketing Engineering can assist in showing your students how to leverage this data in their marketing efforts.
Part 2 of this series will focus on the software implementation of customer lifetime value in Marketing Engineering for Excel.
