Marketing Research and the Theory of Planned Behavior

Last week, we looked at a brief introduction to the Theory of Planned Behavior and how we can apply its principles to the development of marketing strategies. The theory identifies three variables that directly influence a consumer’s intention to act: Attitude, Subjective Norms, and Perceived Behavioral Concern. We can use these three variables to inform …

The Case for Data-Based Marketing Segmentation

Regardless of the size of their organization, marketers will almost always have the mandate to streamline their strategies and prioritize efficiency, meaning they must market their brands with accuracy. Segmentation is therefore one of marketers’ most important tools. Let’s look at how we as marketers can sharpen this tool with the case for data-based marketing …

Actionable Insights

Mining Data in Search of Impact Organizations invest considerable amounts of money into creating data capturing and management systems. However, in order to maximize the value of the data they collect, they need to be able to draw out actionable insights in order to drive bottom-line results. As data analysts, the object of the game …

Data Visualization Tools for Small Businesses

Looking at Alternatives to Tableau Tableau is a robust data visualization tool that offers a wide range of solutions for businesses of varying scales, allowing enterprises to connect and analyze data from various sources. However, for as powerful and flexible that the tool is, it is equally expensive and difficult to effectively harness. With that …

Enterprise Resource Planning Systems for Small Businesses

Even SMBs Can Use ERPs Enterprise Resource Planning (ERP) systems are typically associated with larger corporations with multiple verticals doing business around the world and are built by massive corporations in their own rights like Oracle, Microsoft, and SAP. However, even small businesses can find themselves managing large amounts of data. While the traditional ERPs …

Using Brand Development Indexes

How Indexing Adds Depth to Your Analysis In order to make the most of our data analysis, our data needs context and our analysis needs depth. As good as we can get at filling in the contextual blanks to tell a story with data, the truth is, metrics carry very little weight without some kind …

Understanding Breakeven Analysis

The Foundation to Effective Pricing Strategy Development Pricing strategies are often complex and make up the backbone of most business’s financial models, while also being one of the key levers in the marketing mix. We can find the foundations of effective pricing strategies, though, through fairly simple Breakeven Analysis by focusing on the basics. This …

The Basics of Distribution Analysis

Laying the Foundation for Future Analysis Distribution is one of the foundational metrics for most businesses that do not have their own proprietary methods of retail. Regardless of how well their products are made or marketed, these companies depend on their distribution partners to reach their end consumers. Mastercard and Visa, the two giants of …