Google is coming out with a new phone called the G1. this device is incorporated a new platform called ENJOY. This phone has wifi and expanded keypad. It includes GPS and Google utensil such as GMAIL and GTalk. Competition against the Iphone but at a lower price.
Testing process
1. Why? Reasons for conducting a test
- standard practice (test all market programs)
- strategic question (reactivate lapsed customers)
- tactical questions (which incentive to use)
2. Design a test
- what market variables (price, etc.)
- type of test (a/b, control/a)
- samples (population size)
3. Establish test metrics
- significance
- cut off date
When looking at panel data you have make sure the people are not predisposed to constant testing. You might get a different result if you do random testing
Customer data can be collected
1. Purchases
2. Census
3. Associations
4. Research firms
5. Purchase data
6. Survey/questionaire
7. Focus group
8. Interviews
9. Websites – clickstream data
10. Acct Data
11. Calls center
12. Customer inquiries
4. execute and monitor results
5. analyze and report test results
6. make marketing decision
*start off by asking yourself this question, then figure out what data you will need to gather
Data: (360 degree view of customer) purchase, census, associations, research firms, survey, focus groups, interviews, click stream (website), accounting, call center, customer acquisition.
Why they can’t be linked? Format, what to do with it, cost
Data mining: a set of statistical routines that permit pattern detection in large data sets
Hierarchy of customer-focused marketing strategies
Customization
Personalization
Transaction
Interaction
Information
What do you do on the net?
Task: pay bills, entertainment, purchase, communication, research
2004 survey:
- search played a role in ½ of purchases
- early searches used generic keywords, not brands
- closer to purchase used brands
- most concluded search well before purchase (few searched and purchased in one session)
Customer satisfaction
- word of mouth (electronic): tell people about your purchase
- CLV
- Hard to know if customers are really satisfied
Segments of internet users
- rural residents less likely to be online
- teenagers are heavy communicators
- seniors are less online
- usage segments include connectors, simplifiers, routiners, surfers, bargainers and sportsters
- broadband access in the home is key behavioral segmentation
How do you know if you’re successful in completing the tasks
Customer satisfaction – viral marketing – word of mouth
Conventional market research
Primary research Secondary research
Quantitative
Qualitati Customer/prospect
Internet usage site use and transactional data
data from 3rd party