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Samenvatting Data Driven Marketing & Communicatie
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Samenvatting Data Driven Marketing & Communicatie in de richting advanced business management aan UCLL. Academiejaar
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Data driven marketing encommunicatie
1 Algemene inleiding
Het belang van data voor strategische marketing en efficiënte uitvoering
Wat is marketing?
= De kunst en de wetenschap van het selecteren van merkten en marketsegmenten, het verwerven,
behouden en ontwikkelen van klanten door het creëren, aanbieden en communiceren van een
superieure klantwaarde.
The evolution of marketing
Marketing 1.0
o Product (1980)
o Product-driven, functional,
industrial revolution
Marketing 2.0
o Klant (2000)
o Information technology,
differentation
Marketing 3.0
o Human (2010)
o Values, make the world a
better place
Marketing 4.0
o Digital (2017)
Marketing 5.0
o Technology for humanity (2021)
Data driven marketing
= data-driven marketing refers to strategies built on insights pulled from the analysis of data,
collected through consumer interactions and engagements, to form predictions about future
behaviors. This involves understanding the data you already have, the data you can get, and how to
organize, analyze, and apply that data to better marketing efforts.
Waarom?
Efficiënte en doelgerichte marketing
Betere en gepersonaliseerde klantenervaring
Big data marketing
More targeted advertising
More relevant content
Semantic search
More inclusive testing
Machine-powerd analytics
1
, 2 Marktonderzoek
= een onderzoek waarbij informatie wordt verzameld over markten of klanten. In principe kan
iedereen marktonderzoek doen: studenten, ondernemers, leden van verenigingen en ieder ander die
meer wil weten over een markt of marktsegment.
Kwalitatief
marktonderzoek
Deskresearch
Kwantitatief
marktonderzoek
Marktonderzoek
Kwalitatief
marktonderzoek
Fieldresearch
Kwantitatief
marktonderzoek
Kwalitatief
o Behoeften-analyse
o Imago-onderzoek
o Waarde-propositie en gezocht voordelen
o Concurrentie analyse
o Gebruikservaring
o haalbaarheidsstudie
Kwantitatief
o Marktgrootte
o Bereidheid tot betalen – prijselasticiteit
o Naamsbekendheid
o Performantie verkoopkanalen
Primair
o The goal of primary research is to gather data from analyzing current sales and the
effectiveness of current practices. Primary research also takes competitors’ plans
into account, giving you information about your competition.
Secondair
o The goal of secondary research is to analyze data that has already been published.
With secondary data, you can identify competitors, establish benchmarks and
identify target segments.
2
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