Summary of a guest lecture given to MBA students at the Business School of Lausanne, Switzerland in May 2012. It talks about the changes that marketing is currently undergoing and what CMOs and all marketers need to become aware of. It covers market research & insight development, customer connection using packaging and social media, as well as BigData collection, integration and analysis. It closes with a short summary of the major areas in which changes in marketing must be made and some suggestions on new perspectives. Please contact me at denysedd@c3centricity.com if you would like to download a copy of this presentation or would like me to participate at your own event. Contact C3Centricity at info@C3Centricity.com for more information on how we can support the optimisation of your own customer centricity.

2. What is Marketing Research?
Research of the:
• Creation
• Communication
• Delivery
• Value
• Target Market
• Profit
of Marketing
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3. Marketing Research & Insight
What’s the difference?
Knowledge &
Data & Information Insight
Understanding Action
Symbols that exist, Evaluating &
Application of data
but have no
& information,
contextualising of &
significance Knowledge & Profit
processed to be
beyond existence Understanding
useful
Data & Information are the
Building Blocks of Insight!
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4. Insight Development is Vital for Business
1. Generated by taking your
target’s view of the world
2. Resonates with your
target, so makes a
difference in changing
their behaviour
3. Can cut across time and
geography: Human Needs
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5. Customer Connection
How do companies
connect with their
customers today?
P.O.S.E.
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6. Creative communications on pack
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7. Media Trends are vital to follow
• Most companies still
spend half their
media budget on old
Media
• Expect mobile to
trend upwards FAST
• Consumers are no
longer waiting for
news – of any kind –
they are making it!
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8. Data is getting exponentially BIGGER
FACT: 90% of the data in the
world today has been created
in the last 2yrs alone
FACT: Every day, we create 2.5
quintillion bytes of data
SOURCES: IBM, CEBR / SAS
FACT: Could add £216bn to
UK economy and 58,000 new “Big data is data that exceeds the
jobs by 2017 processing capacity of
conventional database systems”
Edd Dumbill
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9. Companies must cope with the changing
nature of data
UNSTRUCTURED,
Structured, internal &
centralized data
EXTERNAL &
DISTRIBUTED DATA
Data is a pain DATA IS AN ASSET
Description of what PREDICTION OF WHAT
happened WILL HAPPEN
Samples ALL
Asynchronous REAL-TIME
SOURCE: OPERA SOLUTIONS 2011
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10. Companies must also adapt to the new
ways of extracting value from data
Data Mining
SIGNAL
IDENTIFICATION
Low-Level Analytics ADVANCED ANALYTICS
Static Models LEARNING MODELS
Man OR Machine MAN + MACHINE
One-Way Data TWO-WAY
Presentation INTERACTIVITY
SOURCE: OPERA SOLUTIONS 2011
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11. The New Marketing Role
Products &
PEOPLE
Brands
Research of the:
• Creation Data and UNDERSTANDING
• Communication Information & INSIGHT
• Delivery
Single Source MULTI-SOURCE
• Value
• Target Market
PULL
• Profit
Push
Marketing MARKETING
of Marketing CREATIVE, TECHNICAL,
Creativity
CULTURALLY
alone
SENSITIVE, REAL-TIME
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12. SOURCE: www.presentationmagazine.com