Marketing Analytics University course level ppt

Market Analytics

1. Marketing Analytics
PPT-1 (Introduction & Financial Perspective Metrics)
Naveed Ilyas Saya
naveedilyassaya.com
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2. Introduction
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•Class Introduction
•Your Name, Job,
Accomplishments, Goals, Why this
course ?
•Course Structure
•Term Project
•Group Formation
•Industry and the analytics
•One presentation / class

3. Naveed Ilyas Saya
Corporate Trainer &
Keynote Speaker

Co-Author - Cases &
Practices of Pakistani
Corporation
Marketing Consultant
Ex President –
Marketing Society of
IoBM
Member – Harvard
Business Publishing
School for Educators
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Winner of All Pakistan
Business Plan
Competition - LUMS
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4. Introduction
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•WhatsApp Group
•CR
•Presentation schedule from
next session
•Reminder for Cases /
Articles

5. Marketing
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Art or Science ?
What have you
learned so far in
Marketing ?

6. Marketing Analytics
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•Market valuations often rest upon
aggressive assumptions for customer
acquisition and organic growth.
•Measurable performance and
accountability have become the keys to
marketing success.
•Data beats Opinion – Google
•If you can’t measure it, you can’t manage
it.”
•Marketing management process

7. Course Structure
Financial Perspective
Metrics
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Marketing Activities
Perspective Metrics
Customer Perspective
Metrics
Systems of Metrics and
Marketing Dashboards

8. Research on Analytics
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Text Book: Marketing Analytics
Industries
AerospaceAutomobiles
Banking Chemicals
FMCG Construction
Computers Consulting
Education Distribution
Investment Government
Health Care Housing
Insurance IT
Manufacturing Materials
Medical DevicesPaints
PharmaceuticalsRetailing
Software Telecommunication
Transportation

9. Ch 3 & Ch 10
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Module 1:
Financial
Perspective
Metrics

10. Margins and Profits
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Purpose of a business is to create a
customer as well as ……..
Usually multiple variations of a product
are sold at multiple prices, through
multiple channels, incurring different
costs along the way
Structure
Basic Calculations
Chaining calculations
Statistical Unit
Contribution Margin
Breakeven Sales

11. Margins
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12. Margins
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13. Prices and Channel Margins
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14. Prices and Channel Margins
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15. Average Price per Unit and Price per
Statistical Unit
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•Average prices can be calculated by
weighting different unit selling prices by
the percentage of unit sales for each
product variant
•If we use a standard, rather than an
actual mix of sizes and product
varieties, the result is price per
statistical unit.
•Reason ??

16. Breakeven and Contribution Margin
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•Read the article on Breakeven and
Contribution

17. Marketing & Finance
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As marketers progress in their careers, it
becomes increasingly necessary to
coordinate their plans with other
functional areas.
Structure
•Net profits and return on sales
•Economic Profits
•Net Present Value
•Internal Rate of Return
•Return on Marketing Investment

18. Net Profits, ROS & ROI
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19. Economic Profit & Multi period
Investments
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20. Net Present Value
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21. IRR – Internal Rate of Return
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22. ROMI
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23. Question
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Analysis ?? Should they go for a direct mail campaign???

24. Analysis
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25. Video and Assignment
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Video: Marketing Analytics
Marketing Metrics: Ch 1, 3 & 10
Marketing Analysis Toolkit:
Breakeven Analysis for Marketing,
Harvard Business School

26. Thank You
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