Chapter 2,3,4 Flashcards
- study of data to evaluate the performance of marketing activities
Marketing analytics
described beating his competitors by analyzing his own marketing and promotional techniques, that the term business intelligence entered the public domain.
Sir Henry Furnese (1865)
introduced the world’s first marketing course
University of Pennsylvania (1900)
when television ads began running, businesses knew there was value in determining which ads were converting viewers into customers
1942
The advent of the internet sped up the evolution of marketing analytics
1960s
- a framework used in digital marketing to determine how credit for conversions or sales is distributed among various touchpoints in a customer’s journey
Digital attribution model
- analyze a consumer’s path along multiple devices
Multitouch attribution
- unified experience for customers, interact with a brand through physical stores, websites, mobile apps, social media, customer service, or any other channel.
Omnichannel strategy
cross-selling and up-selling by analyzing the unstructured data generated by call centers.
Text mining
- identify groups of people similar in their attributes to learn more about them
Look-alike Modeling
emerging in 2010 with mobile and cloud-based technologies companies have started to embrace Big Data across the enterprise.
Big Data analytics
- those that can understand rich data sets, analyze and then report on them
Big Data Scientists
type of documents flowing between trading partners across a supply chain, so this would include Purchase Orders, Invoices, Advanced Ship Notices (ASNs) and Order Acknowledgements
Operational information
- delivering transactional data intelligence and volume trends needed to improve operational efficiencies and drive company profitability
Operational Analytics
- the data from within each document type
Business information
- delivering business process visibility required to make better decisions faster, spot and pursue market opportunities, mitigate risk and gain business agility
Business Analytics
- help companies achieve faster response, better customer service, and lower operating costs
Supply Chain Management(SCM)
most important variables measured to ensure that Just-in-Time production lines are running smoothly
ASN Timeliness
- is a broad field that deals with the management, creation, and study of money, investments, and financial instruments
Finance
- a field that gives different views of a company’s financial data
- calculating the profit of a business
Financial Analytics
3 Business Models
- Business to Business
- Business to Consumer
- Business to Employee
- more complex these days due to the advancement of technologies, and as such, a lot of questions arise in the mind of businesspeople
Business Processes
- outline of the financial items and asset
Balance Sheet
divided into current assets and non-current assets
o Assets
further divided into Current Liabilities and Long-term Debts
o Liabilities
- main elements are revenues earned, expenses incurred and net profit and loss
Income Statement
- shows the actual inflow and outflow of cash
- provides a clear picture of the company’s bills to pay, debts and financial growth over a period
Cash Flow Statement
- availability of cash and other assets to pay its debts, bills and other expenses
Liquidity
- amount of finance which a company has borrowed from outside to run its operations as against its investment
Leverage
- return that the business earns from the amount invested in the business
Profitability
