Introduction to Marketing Engineering

An introduction to Principles of Marketing Engineering textbook and Marketing Engineering for Excel software.

Presenter

Assoc. Professor Arnaud De Bruyn
Associate Professor of Marketing at ESSEC Business School

What this Webinar Covers

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

Introduction to Enginius

Quick Tour

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A quick overview of Enginius

Discover how to access the Enginius marketing analytics platform and quickly navigate the dahsboard: models, resources, case studies, and so on. In this short video, we open a case study, run a positioning analysis on its data, and glance at the report Enginius generates (including the 3D positioning map).
(Duration: 3 min. 38 sec.)

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Manipulating data

This short video explains how you can mainuplate data directly from the Enginius marketing analytics dashboard: input your own data, delete it, duplicate data blocks, and re-arrange them. It also explains how you can save and load data to and from your Enginius cloud account for easy retrieval.
(Duration: 3 min. 11 sec.)

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Generating reports in Excel and PowerPoint

In Enginus, you can easily and automatically generate reports in various formats, such as a Web page, a PowerPoint presentation, an Excel spreadsheet, and you can even download the results in text files for further analysis. This short video shows you how.
(Duration: 2 min. 18 sec.)

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Working with Excel

Excel is ubiquitous when it comes to analyze and manipulate data, and Enginius has been designed to work easily with the Microsoft spreadsheet software. In this video, we show you how to copy-paste data between Excel and Enginius, but also how you can load and save Excel spreadsheets directly into the Enginius dashboard.
(Duration: 2 min. 31 sec.)

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Enginius in action: conjoint analysis

The trade-off companies often need to make between profit and market shares is incredibly hard to explain to students. How could these two concepts not go naturally hand in hand? In this video, we demonstrate the Conjoint Analysis model in Enginius, and how conjoint simulations can be used to illustrate the tradeoff between market shares and profit using the concept of Pareto frontier.
(Duration: 3 min. 25 sec.)

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Enginius in action: predictive modeling

Enginius packs a powerful yet simple-to-use Predictive Model (multinomial logit, linear regression, etc.). In this short video, we demonstrate how customers’ loyalty can be predicted based on past purchase patterns such as recency, frequency and average purchase amount. We also illusttrate the discrete-continuous model, where the model predicts simulateneously whether a customer is going to be loyal, and if so, how much she will spend.
(Duration: 4 min. 8 sec.)

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