Professional Documents
Culture Documents
Pro$itability & Marketing: A Statistical Approach
Pro$itability & Marketing: A Statistical Approach
a statistical approach
group
3
Louie
Cunanan
Una
Clifford
Viridiana
Castillejos
agenda
overview ★
type of study & data used ★
analysis & variables used ★
$indings & assessment ★
q&a
★
so
what
did
we
choose?
Marketing
Metrics:
European Management Journal
Status
of
Six
Metrics
in
2004
Five
Countries
Long‐term
Impact
of
Integrated
Marketing
Review of Marketing Science
Communications
2004
Program
Explanatory,
Extension
from
500 adults ages 20-44
previous
model,
Across 10 locations in the UK
Predictive
99 pharmaceutical brands
Explanatory
&
marketed by 26 pharma
companies, spanning 4 clinical
Predictive
categories & 4 European
countries
and
statistically
speaking
…
Market Share / Perceived
product or service quality /
Principal
Component
Customer Loyalty / Customer
Analysis
with
Varimax
Profitability / Relative Price /
Rotation
Actual or potential lifetime
value / Country where based