Customer Analytics Case Study Report
Renaaz
DATA4700_T3_2020_Workshop_2.pdf
DATA4700
Digital Marketing and
Competitive Advantage
Lesson 2
The Digital Marketing Portfolio
1 Understand the importance of positioning in
supporting competitive advantage
2 Be familiar with the Marketing Mix of the 4Ps
3 Identify the different tools included in a digital
marketing portfolio
Lesson Learning Outcomes
2
Review of Lesson 1 1. Key framework #1: the 3 Cs
– Customers
• What are their problems and needs?
– Company
• How can you solve those customers’
problems and needs…
– Competitors
• …better than your competitors can?
2. Key framework #2: STP
– Segmentation
• Using data to divide the market into separate
groups of similar people
– Targeting
• Using data to determine which segment contains
customers whose needs and wants can be met
best in a profitable manner
– Positioning – Lesson 2
3
Key framework #2: STP
Positioning is establishing a unique image:
• in the minds of your target customers
• for your company and your products
• that is completely different your competitors’ image
4
Look at the coloured areas of
the Venn diagram to the left.
Why do you think they are
shaded green, yellow or red?
Key framework #2: STP
Positioning is establishing a unique image:
• in the minds of your target customers
• for your company and your products
• that is completely different your competitors’ image
5https://corporatefinanceinstitute.com/resources/knowledge/strategy/market-positioning/
How are these different
car brands positioned
in the market?
Key framework #2: STP
• What data can companies use to influence customers’
perceptions of car quality?
6
This is another positioning map, for various media channels.
• What characteristics are being used to differentiate these media
channels?
Key framework #2: STP
7https://www.pinterest.pt/pin/502151427201283117/
Consider a product, in any category, that you buy.
1. Why do you buy this brand of product specifically, rather
than another available brand?
2. What characteristics do consumers use to differentiate
between the various brands in this product category?
3. What data do companies collect and use to better
understand those characteristics and how consumers
perceive them?
Discuss in groups of two or three and be prepared to share
your insights with the rest of the class.
Breakout activity: Data and positioning
Breakout activity: Data and positioning
1. Reasons you buy this brand specifically, rather than another:
2. Characteristics that consumers use to differentiate between
various brands:
3. Data that companies collect and use to better understand
these characteristics:
9
Data and the Marketing Mix
Once a product’s positioning has been established, decisions
must be made on how to support that positioning.
• What features should the product have?
• Where do we tell consumers about the
product?
• How do we get the product to consumers?
• How much do we sell the product for?
All of these decisions must be consistent with the product
positioning.
10https://www.digitaltrends.com/mobile/cell-phone-buying-guide/
Key framework #3: The 4 Ps
Once a product’s positioning has been established, it is then
supported by the Marketing Mix, which consists of the 4 Ps:
• Product
– What features should the product have?
• Promotion
– Where do we tell target consumers about
the product?
• Place
– Where do we get the product to these consumers?
• Price
– How much do we sell the product for?
11 https://www.singlegrain.com/marketing/the-4-ps-of-marketing-are-they-still-relevant-today-price-product-
promotion-place/
Key framework #3: The 4 Ps
Collecting and understanding relevant data will drive
evidence-based decision-making that involves questions such
as the following:
Video: Mous iPhone Cases | The Story of Limitless
https://www.youtube.com/watch?v=49tFe9rVglM
• What features should the product have?
– How do consumers rate certain product
features?
– What features should we include in the product?
Where do we tell our target consumers about the product?
– Which digital media channels are our target consumers using?
– How often are they clicking on our online ads?
12
Key framework #3: The 4 Ps
Collecting and understanding relevant data will drive
evidence-based decision-making that involves questions such
as the following:
• Where do we get the product to these
consumers?
– How do we use geospatial data to
determine store locations?
– How do we use logistics data to reduce
supply chain costs?
• How much do we sell the product for?
– How much does demand drop if we raise the price?
– How much are consumers willing to pay?
13
Breakout activity: The 4 Ps
Consider again your chosen product from the last breakout activity.
Video: Mous iPhone Cases | The Story of Limitless
https://www.youtube.com/watch?v=49tFe9rVglM
1. Which of the product’s features stand out to you? What data
might the company use to support the inclusion of those features?
2. Through which digital channels do you come across
advertisements for the product?
3. What data can be collected from the place you buy the product?
4. What data can be used to understand how to price the product?
Discuss in groups of two or three, and be prepared to share your
insights with the rest of the class.
Class discussion: The 4 Ps
Reminder: write in your worksheets!
1. Stand-out features of the product, and data that the company can
use to support inclusion of those features:
2. Digital channels on which you see advertisements for the product:
3. Data collected from the place you buy the product:
4. Data that can be used to understand how to price the product:
15
Key framework #3: The 4 Ps
In this lesson, we will focus on promotion. The other components
of the Marketing Mix will be addressed in subsequent lessons.
• Product
– What features should the product contain?
• Promotion
– Where do we tell target consumers about
the product?
• Place
– Where do we get the product to these consumers?
• Price
– How much do we sell the product for?
16
Promotion
Promotion refers to communication that influences the target
customer to consider or purchase a product.
There are two main components of promotional activity:
• Message
– what the company wants to tell the
target customer about the product
• Channel
– which outlet is used to communicate that message to the
target customer
17https://www.nationaloutdoormedia.com/billboards/
Promotional channels
In the pre-digital era, promotional channels tended to be
billboards and public transport shelters.
18
https://www.lsainsider.com/clear-channel-using-location-data-to-make-billboards-into-a-hybrid-medium/archives
https://bubbleoutdoor.com/how-much-does-outdoor-advertising-cost/
Promotional channels
Now, these traditional promotional channels can incorporate
modern digital approaches.
19 http://clearchanneloutdoor.com/products/digital-billboards/
https://www.bellmedia.ca/sales/out-of-home/product/street-furniture/
Video: Adobe EchoSign Digital Sign-off Game
https://www.youtube.com/watch?v=KMLBlO2PB5Q
Promotional channels
In present times, the focus of digital marketing is on
connecting with consumers through portable devices.
20
https://blueshift.com/blog/the-value-of-following-consumers-over-multiple-mobile-devices/
https://www.apptamin.com/blog/app-marketing-strategy/
https://www.way2target.com/blog/challenges-of-mobile-marketing/
Use a device you currently have with you to do the following:
1. Identify three digital ads that you come across and choose one.
2. Does the message in the ad seem relevant to you? Why or why not?
3. If the message does seem relevant to you: where might the company
have collected data about you to work out that this message would
be relevant?
4. If the message does not seem relevant to you: how could the
company have more effectively collected data about you to refine the
message sent?
Discuss in groups of two or three, and be prepared to
share your insights with the rest of the class.
Breakout activity:
Promotional channels
Class discussion:
Promotional channels
1. Describe the ad you chose:
2. This ad does (or does not) seem relevant to me because:
3. Where the company collected data about me from to make the
message relevant:
4. The company could have more effectively collected better data
about me by:
22
The digital marketing portfolio
As the previous breakout activity and discussion demonstrated, many
elements come together to enable digital marketing.
The toolkit used to conduct digital marketing can be divided into three
categories:
• Devices
• Platforms
• Media
All three of these categories rely on information gathered through data
collection and analysis regarding how to best deliver relevant
messages to target customers about a company and its products.
23
https://www.the-digital-insurer.com/ten-ways-to-reach-customers-through-digital-platforms-globe-and-mail/
https://mitcentralcoast.org/digital-health-hype-or-hope/
https://www.gradybritton.com/uncategorized/what-brands-need-know-digital-media-2018/
The digital marketing portfolio
Devices are the physical tools used for engagement:
• Desktop and laptop computers
• Smartphones
• Tablets
• Televisions
• Wearables
• Gaming devices
• Virtual Home Assistants
These devices provide useful information about where you interact
with companies and their products, and sometimes they provide
personal data about you as well.
24
The digital marketing portfolio
Platforms are the host sites on which companies interact with
customers:
• YouTube
• Snapchat
But also: AccuWeather, Eventbrite, Words with Friends…
Customers access these platforms through the companies’ websites
and apps. These interactions are another important source of data
for companies.
25
The digital marketing portfolio
Media is the format the company’s message is transmitted through:
– E-mail communication
– SMS notifications
– Direct messages
– Search engine optimised ads
– Banner ads
– Video ads
– Social media posts
These various media formats can be classified into three categories:
owned, paid and earned.
• Collecting data on open and click-through rates helps optimise a
companies’ message and channel selection.
26
The digital marketing portfolio
Owned media belongs to the company:
• computer and mobile websites
• social media accounts
• subscriber database
Paid media is purchased by the company:
• ads on non-owned platforms
• affiliate marketing (pay-per-click)
• infomercials (paid content)
• paid influencers
Earned media is made by others for free to benefit the company:
• customer reviews
• social media reposts, likes and shares
• unpaid genuine ambassadors 27
Breakout activity: The digital
marketing portfolio
Consider again the three ads you identified in the last breakout activity.
1. Classify each of your three ads with respect to platform and media type
(both the format and whether the ad was owned, paid or earned media).
2. For one of your ads, try to find a second ad for that same company or
product on a different platform.
3. If you found a second ad: what media type and on which platform was
that second ad? What insight can you draw from that company’s digital
marketing approach?
Discuss in groups of two or three, and be prepared to share your insights
with the rest of the class.
Class discussion: The digital
marketing portfolio
1. Platform and media type of your ads:
2. If you found a second ad for the same company or product
on a different platform, the media type and platform:
3. Insight about the company’s digital marketing approach:
29
Case Studies Companies taking new approaches to digital marketing during COVID-19
• Planet Fitness gyms are streaming live “home work-ins”:
https://www.ktsm.com/news/planet-fitness-closes-until-further-notice-offers-home-
work-ins/
• Chipotle hosting virtual lunch parties with celebrities and giving away free burritos:
https://www.thrillist.com/news/nation/chipotle-together-lunch-parties-zoom
• Uber builds a tool to help its drivers find work at other companies it is partnering
with: https://www.engadget.com/uber-work-hub-us-job-opportunities-141426312.html
Government segmenting the population and targeting certain groups for digital
marketing outreach as part of the Census 2020 count, to overcome traditional in-person
engagement during COVID-19
https://www.latimes.com/socal/daily-pilot/news/story/2020-04-24/tn-dpt-me-census-
covid-20200424
30
Summary of Lesson 2 1. Positioning (from the STP framework)
– Establishing a unique image:
• in the mind of your target customers
• for your company and your products
• that is completely different to the image of your competitors
2. Key framework #3: The 4 Ps of the Marketing Mix support the positioning
– Product: What features should the product have?
– Promotion: Where do we tell target consumers about the product?
– Place: How do we get the product to these consumers?
– Price: How much do we sell the product for?
3. The Digital Marketing Portfolio is used for promotion of your company and products
– Devices
• The physical tools used for engagement
– Platforms
• The host sites on which companies interact with customers
– Media
• The format through which the message is transmitted
• Owned, paid and earned media
31
Key framework #1: The 3 Cs – customers, company and competitors
Key framework #2: STP – segmentation, targeting, positioning
