Introduction: Digital Marketing Research

Introduction: Digital Marketing Research


first of all welcome to the Master of
Science in digital marketing program even though some we all made who were
taking this course her it’s it’s an elective I think most the people that are taking
the course and the programming in those ya little better taking it as a special to her whatever
you’re going to want to get in the program much you are what you hear about it and you take the
first set a classes so now the first thing I want to use its
is entirely online program its many other people will not live here
they DT church are we have much a number the courses are taught no by
people who work in the field who are actually working now doing some
of these things that are they do you know they’re going on in the
digital marketing spear you know with the social media marketing
with content marketing with the different to all the different to
mobile is are becoming huge and some other
things a search marketing and b2b and our business to consumer RR all that kinda stuff people are working
in the field there be people teaching these courses who may not live here and so many your
fellow students who live here sold one of the first things you have to
do in the this program and you also need to do it for this
class he hit wannabes now this is a headset with a microphone
and you have two plugs on it and it’s very simple one goes into your
%ah your computer where the microphone their
heels in the other goes and where the your phones or and then you use this are if you have a meeting with 45 people are and you’re all you on speaker you
get a huge amount of feedback and this this thing really helps for
multiple meetings were gonna do are II up a focus group are in this
class and will have a number other meetings it may be our one-on-one meetings and my although
we you looking to do something I we can
Skype through iPad’s in fact out my recommend scraping through iPad with
iPad so we can use the computer to do other things are in some these meetings but it’s very
important you get a headset it’s the ten dollars a Walmart Aug you know you must have wanted the
East you not need a text book in his course but you have to wonder these now this is digital marketing research
and digital marketing research is I a marketing research class that is market research class but it’s strictly
about the the substantive areas that we’re
going to be talking about strictly have do with digital marketing
and its it done at the Masters level so I know
several you have had me several people of shops in the class had me for the ER the undergraduate are marketing research class in this
will be nothing like dat other than the fact that we will do our
focus group and I will talk about how to you know moderate focus groups and some
best practices for that there will be a repeat of what you did
earlier will be nothing else really that is repeat and students who have not had any quant or any stat in a long long
time should not feel any disadvantage in this
course I do I assume for mostly all that you do not remember
anything really about stature clot now if I have
somebody who’s in explore you’re really an expert you’re
somebody who works with data and you’re runnin analyses in your
testing models and stuff like at this class will still benefit you
because we have a lot of one-on-one interactions you’ll be we’ll be able to talk about
some stuff you’re doing it work and now hopefully I’ll be able to our to
interact with you on a level that did benefit you as well
but for many of the students who come into this program the Quan is not their specialities and
it’s not something that day are used you know the
sub something they feel Cup some we all may actually have a quant phobia and I’ll hopefully by the end of this
course you’ll have lost that or you’re at least understand how to use
quote for business decisions so for us this course is about making
business decisions making marketing decisions and using
data to make better decisions and using data to show us that we should
go to the left all we should go to the
right and no or we should do as our Google puts it
they got this what they call a/b testing and you can take you know
two different sets are images or or information and you can
do the search within the album split it out and they’ll tell you which
one gets more clicks and so you are you go you know they call
the a/b testing so a or b way should do a or b are in
terms of your %ah your marketing efforts your online
marketing efforts and your %uh so there’s a lot of different did
that there’s a lot of different data that is coming in many different businesses have a huge
amount of data coming in and the than that the challenge for them
a lot of times is what what to do with this data mean I
can remember when I was a PhD student this scanner data was first was was
originally being kinda compiled in a way that made sense to me I would
go up to weigh our you know to the to the grocery store i
buy budget of and that they will print out coupons for like chewing tobacco and dog food and I
don’t have a dog and I do not shoot Abaco so I you know they’ve just were able to
connect a to be you know we’re able to connect
all those wonderful day today after and stores like our Kroger and arm Food City around here for example
have the value card to Lowes and Home Depot’s and everybody else now has a hardware in CVS and Walgreens
everybody has this little discount I mean this this little card
and you use it its call it die our your customer car
your current whatever they call it but you use their card and then they
they know all this information about you for how well are they doing it how well
are they using the information are they able to track to purchases in
the coupons they did the go with that their they’re kinda
happy with that 40 marketing entity are and there’s some really you know
great commercials out there about marketing you there wasn’t there
was a guy that wanted to know weathers marketing plan was working and
you look across a table 1. it was one of those are a good gypsy soothsayers fortune tellers and sheen Israel you obviously she’s
used to kinda like reading the person and trying to figure out what it is they
want them to say and she says yes it’s working and then she looks at him and how do I
know which would you know as well maybe it’s not working its might be working air maybe has maybe
not working days your marketing plan working and dude we need a good to be able to go
and tell the bosses in marking where the big challenges is
that we know for example advertising works we know that marking worse because the
companies that have the dominant market share that matter what it is are
anheuser-busch has a more than 50 percent market share in our in a product oh made it is almost really
generic I mean you know even German been a beer
even in Germany the beers are made out of four ingredients and you how different can i really be
how much better can this one be than that one and its religion here and they have more
features a margin because they advertised but now you go to as a marketing person
you graduate from here are you gonna be working in the marketing field you gotta go to your boss and you gotta
say their boss I need more money if I could have more
money I could really do great things are and the boss will say okay well we
gave you X amount of money last year how can you prove to me that it did anything force and in some
cases we may have like say click-throughs in the conversions but in many cases we we don’t have that
and are we all have that information our
fingertips unless we go out and get it and then there’s a water prevents that
are occurring there are customers that are complaining their customers that are talking about
us on our different boards you know that forums &
Poor’s relative to are particular type of industry our customers may be say up maybe liking
us on Facebook they can’t dislike us act which companies all of we are the
lights on Facebook or up well that’s a good sign are and then those people like us really
there they’re like walking billboards for our company that’s really great are a you know if you do search
marketing page search are you get all this great analytical
data from Google well you gotta be able to
look at that and you gotta be able to figure out what it means so the marketing research as an
undergraduate level and marketing research that text books better used at the undergraduate level
of they’re basically designed for people they gonna work in marketing research
farms or they’re gonna be on the other side of
the table from the marketing research firm and then you know you have a particular
issue and you go way and you talk about what the issue is and then they designed
this marketing research effort for that issue all water times in our situation that’s
the digital world the data as they are we have to figure
out what to do with it we have to use the data we don’t really need we may be in
certain situations wanna do focus groups all we want to go out and create some
surveys and then incentivize our customers
potential customers to go in and take a survey an answer a
few questions we may do some traditional types a
marketing research that’s you although we’ll do it
digitally probably you know I have the focus group online instead of in a you know in in a room somewhere but the
type of marketing research that is still is taught undergraduate level in the
textbook kinda deductive and a lot of what we need to do for the
businesses that we work for two businesses which all work for Aug knocking down the big bucks you know
that you got in order to our to make a lot of money working for company you’ve gotta provide
a lot of value to tell with this degree you’re gonna be really
valuable on with you’re gonna be really valuable
and no your gonna be able to help whoever you work for and there are companies when we went out
and we ask our you know ten or eleven different
companies to write letters of recommendation of many other copy sick OSH I’d like to
hire some other people who are and what you’re teaching right nail are and it may be that somebody all who
are full-time students are usually go to school full-time are
and that you get a job and then she finish oh but the good thing about this
is because the programs online even if you get a job and you end up in
Bangor Maine or the silicon valley where it is you can
still finish your your degree are so we’re going to be
doing a lot of inductive title thanks in this class are and I’ll be showing you kinda
inducted methods and that’s why you’re taking a set of data that his calm and there
today to say it has come and I it’s coming in a certain way and we
gotta figure out what it means what is it house and take some creativity and it takes our you have to
I hate the people who are right brained you may be a lot better at that at this
than you realize you may be a lot better at at
doing these kind of quantitative analyses than you realize because it really takes a good right
brain to do this kind of inductive research
where the company says workers are here it is it’s all coming in are whereas and a undergraduate marking
research you know we don’t do it that we so okay what is it we need to know it
will go on to have the data and then its it’s been it because two
people who write two books have you know work as consultants are
are starting their own are our marketing research agencies and and
that’s there wouldn’t train of thought is you know the marketing research agency
goes out and bids a particular job with the pic your company and Aug there are Masters in Marketing
Research are available on y’all have decided to
get into this program which is more right brain but at the
same time if you were able to to understand this
and then the two other classes that we have dinner after this that our talk by
people who work in the field if you’re able to get a basic grasp of
what’s going on intuitive grasp what’s going on you’re
gonna be much better executive you’re going to be much more valuable to the
company that did you work for now in this course I’m
gonna meet with everybody are I pretty much every week hike you’ll
have a couple weeks of work wanna sign months where you will have to meet with me but
but most weeks you will meet with me we have of six different Qantas
assignments where I’ll give you a dataset and there
will be a challenge associated with that are instance in a couple the later ones
will go away and it will will run some statistics and things like that in a couple the earlier ones are
watching Cal look at the data and tell me what you would do with it or
or what it means or you know what you see so there’ll be
some inductive and some deductive type of our analyses done and I will show you your
own are the basics a general linear model
not not from the what is the computer do standpoint or
you know they did the are the estimates the main parameter
the beta parameter in a regression equation for example the
ER the the the the matrix algebra that is
ex-prime X inverse ex-prime why you are already may I will not be
teaching matrix algebra you like to know what a computer does but I what you have an intuitive feel
for what the output means and then to be able to set up and run
the analyses and then understand what the output
means so every week every weekend I i’ve worked on the house
and thought about it and worked on it and and I have come up with saw Friday and
Sunday so Friday night by Friday night at
midnight he are 11:30 it by Friday night 11:30
every week you will have it with with with a couple
exceptions for we have the the major kwan assignments are you
will have a i watch I will put something on the discussion
board and you go one is discussion board for
those young nudie too well something or may not have ever even me
you may be predate the blackboard AR others are viewed each wells pretty much
like blackboard it’s a course management system it’s where everything else are it’s you
know all your work is going to be put in there so you going to D too well on the
discussion board and then you will post a discussion and some body will reply to
that discussion and dandruff and and and some by were
possible Friday night you have to have posted your discussion and by Sunday night in 11th
or you have to make a reply have to read somebody else is comin to
make a reply I would honestly be happy if i if i if
everybody will just agree to read everybody else’s are
comments and then we would be our you know we we
can to be done without me I’ll be happy but I in order if force you to read at least
one other person was always one other person wrote and then you will make a reply to that
by Sunday and then the following week, Monday
through Thursday, you’ll need to meet with me for fifteen minutes, and we’ll meet electronically with the
headset that I showed you earlier, and I will ask you some questions and talk to you about, I may talk to you if
you’re a working professional, you now, some of the things that are going on in your life. If you’re a full time student, I will put you in a situation, and pose certain questions and ask you kind of, what is the meaning of this? Or what do you see here? What do you see there? And so we’ll have a fifteen minute one on one meeting, each student with me, during the week, from Monday through Thursday, and it will be about the assignment from the previous week, and then that next, by the next Friday you’ll have a new discussion board posting that you ahve to make, the projects, the quant projects, the six quant projects, are all set up in the Dropbox and in the
first one I want you to organize, I want to teach
you how to organize data loaded into a statistical package and that type of thing. For those of you all
who live in Johnson City and can come here to the computer lab, the computer labs
here, we have a SPSS and you could
probably use it here, but the restive you will need to
purchase the SPSS package for students, and you don’t need any of
the add-ons or extra stuff. stuff but usually it’s now a download and so you’ll need the SPSS software
package for students, and i wanna say it’s about
forty nine dollars. They will require you to have like a student ID, and stuff like they. They’ll be checking for stuff like that, they’ll want you to verify that you’re a student and
you may have to put in like your ENUMBER, or something like that in order to get the student version of
that, I think the next level it goes up to like two or three, four hundred dollars for this package. So you will do that, do the assignments, I have designed the course, so it’s a little bit of a problem for me
grading, because in an undergraduate class I need
to have kind of a normal distribution of grades, and I have to have tests because the
students don’t do as well on tests as they do on the assignments, and everything but in this class if you
all will meet, you know, do your 15 minutes every week are you know, talk with me, and do the assignments, the course is really designed that if you do what you’re supposed to, you
will get an A and you will learn a lot. And if everybody in the course gets an A, but they all learn a lot I am perfectly happy. You’ll have to like, miss the assignments, or dog the assignments or start dogging
some of the.. ..you know, I won’t give you 100 on every write up but you’ll have to really dog some of the write-ups, you’ll have to miss replies, and stuff like that to get a lower grade than that to get a poor grade, and I don’t think that’s going to happened. I’ve you know, seen the list ofstudents that
are in the class and I’m expecting to have some really good students, I’m expecting to have a really good
semester, I’m expecting to really enjoy teaching you all, and I’m expecting that by the time y’all
get done those of you all who know nothing, or even perhaps have a fear of of quants and statistics, will overcome that fear and be ready to go, and everybody will learn and be ready for the next two quantitative courses the business
analytics course, and the Big Data course. that come in the following semester. I’m
really happy to have you all in the program and I can’t wait to teach this course.

1 COMMENT

Leave a Reply

Your email address will not be published. Required fields are marked *