Exam (elaborations)
ISDS 710 Exam 2 Questions And Answers Latest Update.
- Course
- ISDS 710
- Institution
- Louisiana State University
ISDS 710 Exam 2 Questions And Answers Latest Update.
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Solution 2024/2025Pepper
ISDS 710 Exam 2 Questions And Answers
Latest Update
describe the five buckets of marketing investment ANS✔✔ 1. Demand
generation marketing
2.Branding and awareness
3.Customer equity and relationships
4.Shaping markets
5.Infrastructure and capabilities
Demand generation marketing (52% of MKT investment portfolio) ANS✔✔ §
These are marketing activities to drive revenues in a relatively short time-
period after the marketing campaign.
Examples of Demand generation Marketing ANS✔✔ Examples are sales,
coupons, and events.
Branding and awareness (10% of MKT investment portfolio) ANS✔✔ These
marketing activities drive awareness - examples are designed specifically
for awareness, not to promote an upcoming sale
Examples of Branding and Awareness ANS✔✔ include sports sponsorship,
naming rights to events or properties, and advertising (TV, print, web, or
email)
, Solution 2024/2025
Pepper
Customer equity and relationships (12% of MKT investment portfolio)
ANS✔✔ This marketing focuses on creating a personal link to the customer
that drives loyalty and engagement
Customer equity and relationships examples ANS✔✔ Examples might be
thank-you notes after purchase and loyalty programs such as concierge
shopping services
Shaping markets (12% of MKT investment portfolio) ANS✔✔ These
marketing activities are designed to make the market receptive to your
products or services, often through independent third-party
recommendations.
Examples of Shaping Markets ANS✔✔ Examples include analyst
relationships for B2B firms and social media blogging to influence
perception
Infrastructure and capabilities (14% of MKT investment portfolio) ANS✔✔
These investments are in technology and training to support the marketing
team period example technology investments
Infrastructure and capabilities Examples ANS✔✔ Includes EDW, analytics,
and marketing resource management software that supports data driven
marketing.
the 5 obstacles to data-driven marketing ANS✔✔ 1. getting started
2.Causality
3.Lack of Data
4. Resource and Tools
, Solution 2024/2025
Pepper
5. People and change
Getting started Obstacle ANS✔✔ Don't know how, don't have right metrics,
too much useless data, don't know where to start
Getting started solution ANS✔✔ · Focus on collecting the right data and
create momentum by scoring an easy win.
· Ask what are the 20 percent of data that will give 80 percent of impact?
Start there. Then show the quick win to get executive support and secure
funding for the next stage.
Causality Obstacle ANS✔✔ Too many confounding factors, overlapping
campaigns, time delay between campaigns and results, campaigns don't
result in sales-but CFO wants to see ROI.
Causality Solution ANS✔✔ · Conduct small experiments.
· Isolate as many variables as possible, see what works and what doesn't.
Lack of Data obstacle ANS✔✔ a B2B company that sells indirectly and
doesn't know who customers are. Can't collect data due to privacy issues.
Lack of Data solution ANS✔✔ · Channel Partner Data Sharing
· Frequent Drinker Programs
· Use Surveys as a Proxy for customer Data
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