Instructor Manual
Lamb/Hair/McDaniel, MKTG 13E, 9780357127810; Appendix: Marketing Analytics
Table of Contents
Purpose and Perspective of the Appendix ………………………………………………………………………. 2
Cengage Supplements …………………………………………………………………………………………………… 2
Learning Outcomes ……………………………………………………………………………………………………….. 2
Complete List of Appendix Activities and Assessments ……………………………………………………. 3
Key Terms ……………………………………………………………………………………………………………………… 3
What’s New in This Appendix …………………………………………………………………………………………. 4
Appendix Outline …………………………………………………………………………………………………………… 5
Discussion Questions …………………………………………………………………………………………………….. 9
Additional Activities and Assignments ……………………………………………………….………………….. 10
Additional Resources ……………………………………………………………………………………………………. 12
External Videos or Playlist ……………………………………………………………………………………………………….. 12
Appendix …………………………………………………………………………………………………………………….. 13
Generic Rubrics ……………………………………………………………………………………………………………………… 13
Standard Writing Rubric ………………………………………………………………………………………………………….. 13
Standard Discussion Rubric ……………………………………………………………………………………………………… 14
website, in whole or in part.
Purpose and Perspective of the Appendix
The purpose of this appendix is to understand the importance of marketing analytics.
Marketing analytics enables marketers to leverage information to help optimize
profitability, determine marketing strategies, differentiate themselves from competitors,
personalize experiences, and identify their best customers. Marketing analytics applies
quantitative techniques that enable companies to identify hidden customer shopping
patterns and produce actionable insights. Analytics techniques vary in complexity and are
Cengage Supplements
The following product-level supplements provide additional information that may help you
in preparing your course. They are available in the Instructor Resource Center.
• Transition Guide (provides information about what’s new from edition to edition)
• Educator’s Guide (describes assets in the platform with a detailed breakdown of
activities by chapter with seat time)
Learning Outcomes
The following learning outcomes are addressed in this Appendix:
LO A-1 Understand the importance of marketing analytics
Instructor Manual: Lamb/Hair/McDaniel, MKTG 13E, 9780357127810; Appendix: Marketing Analytics
LO A-2 Define and explain marketing analytics
Complete List of Appendix Activities and Assessments
For additional guidance refer to the Teaching Online Guide.
Appendix
Learning
Objective
PPT slide
Activity/Assessment
Duration
Certification
Standard
LO A-1
9
Discussion 1
5-10 minutes
BUSPROG:
Analytic
DISC:
Research
DISC:
Research
LO A-3
Knowledge Check 1
5 minutes
BUSPROG:
DISC:
Research
LO A-4
31
Group Activity 2
15-20 minutes
BUSPROG:
Analytic
DISC:
Research
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Key Terms
artificial intelligence (AI):the development of computer systems that can perform tasks
that normally requires a person such as visual perception, decision making and speech
recognition.
database: a collection of data that is organized for efficient retrieval and analysis and
stores, manages, and tracks information.
ETL (extract transform load): a process that extracts data from the original source,
transforms the data into a usable format, and loads the data into a system designated for
storing data.
marketing analytics: applies quantitative techniques that enable companies to identify
hidden customer shopping patterns and produce actionable insights.
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What’s New in This Appendix
The following elements are included in this new appendix:
• In the new appendix on marketing analytics, we introduce students to the exciting
world of marketing analytics and explain its tremendous popularity and endless
possibilities. Marketers increasingly must identify the wants, satisfaction levels, and
• It also will identify new concepts for professors to include in their classes and
suggest new job opportunities for students. We include concepts such as the role of
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Appendix Outline
In the outline below, each element includes references (in parentheses) to related content. “LO
CH–##” refers to the chapter learning outcome; “PPT Slide #” refers to the slide number in the
PowerPoint deck for this chapter (provided in the PowerPoints section of the Instructor Resource
Center); and, as applicable for each discipline, accreditation or certification standards (“DISC”).
Introduce the appendix and review the learning outcomes. (PPT Slide 2).
1. The Growing Importance of Marketing Analytics (LO A-1, PPT Slide 3, DISC: Research)
a. Marketers are responsible for:
• Assessing the wants and satisfactions of present and potential customers
b. Marketing analytics applies quantitative techniques that enable companies to
identify hidden customer shopping patterns and produce actionable insights.
c. Customer relationship management (CRM) systems and management
information systems (MIS) store data about customers, supply chain partners,
and other data internal and external to the company, such as weather patterns,
Example: Stitch Fix, an online subscription shopping service, has grown rapidly in
the personalized retail industry by using data and marketing analytics. When
d. Some companies are using artificial intelligence as part of their marketing
strategy. Artificial intelligence is the development of computer systems that
can perform tasks that normally require a person, such as visual perception,
decision making, and speech recognition.
Example: Walmart is examining the use of video camera systems to detect
e. Data Types:
• Companies collect and use a combination of structured and unstructured
data. Structured data, which consist of numeric fields, provide an efficient
• Unstructured data are not organized in a predefined manner. About 80
percent of existing data is unstructured data. This type of data can be used
2. Data Sources and Collection (LO A-2, PPT Slide 11, DISC: Research)
a. Data sources include the following:
• Secondary data have been previously collected for another reason. These
social media, data from other digital channels)
b. Sources of secondary data include:
• Government: Census data, North American Industry Classification System
(NAICS) data
• Channel partners: Customer information and other data collected by
suppliers, manufacturers, wholesalers, distributors, and retailers
Example: People are often willing to share ideas with others via social media. The
Clorox Company, owner of Hidden Valley Ranch brands, recognized this as a source
of secondary data. Using social media chatter, researchers discovered that
customers were creating their own flavors of Hidden Valley Ranch dressing with
other condiments. These insights played a pivotal role in inspiring the company to
create a sriracha-flavored Hidden Valley ranch dressing.
3. Data Management (LO A-3, PPT Slide 16, DISC: Research)
a. To create value from big data, companies must employ an integration process
referred to as ETL, which extracts data from the original source, transforms the
b. Databases and Data Warehousing: Although marketers may not be
responsible for operating and maintaining IT and data systems, they should have
an understanding of the terminology and processes. A database is a collection
c. Data Warehouse: A data warehouse is a centralized storage area that includes
historical data from multiple databases used by different departments
4. Bridging the Gap Between Data and Business Needs (LO A-4, PPT Slide 21, DISC:
Research)
a. A six-stage method is commonly used to guide data analysis when engaging in
marketing analytics initiatives:
1. Business understanding
2. Data understanding
b. Marketing Analytics Tools and Techniques: Application in Marketing: Those
pursuing a marketing career will be expected to know something about analytics
techniques. Analytics techniques vary in complexity and are often classified as:
• Descriptive analytics – explain and provide results, such as how many
products are sold each day or how often customers visit a website
c. Marketing Analytics: Marketing analytics includes a variety of statistical
techniques that can be categorized as:
• Supervised learning – when an output has been determined for the analysis,
d. Below are a few examples of advanced analytics and how marketers can use
insights to make better decisions:
• Market Basket Analysis: Market basket techniques use association rules to
detect products that are commonly purchased together, including “seasonal”
or weather-related baskets. Retailers use this information to maintain levels
• Web Analytics: Web analytics offer companies an understanding of their
e. Marketing Metrics: Resources are used to attract new customers and retain
loyal customers. Measuring customer acquisition costs (CAC) helps companies
f. The greater the satisfaction and loyalty, the more likely a customer is to remain
with the company. Customer retention rate and churn ratios provide an
(CLV) also provides companies information on forecasting future financial
performance. The CLV relies on several values:
• First, companies should know the gross margin of a customer—the sales
revenue minus the cost of the service to the company.
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Discussion Questions
You can assign these questions several ways: in a discussion forum in your LMS; as whole-
class discussions in person; or as a partner or group activity in class. A generic discussion
rubric is provided in the Appendix.
1. Discussion: (LO A-1, PPT Slides 9-10) Duration 5-10 minutes.
a. Lead students in a discussion of the importance of marketing analytics,
opening with this statement: “If used effectively for decision making,
marketers can leverage valuable data from their databases.” Ask:
• What types of data can be valuable to marketers and how can the data be
utilized?
• Why is data so important in decision making?
• What types of decisions do marketers make that could be improved
through the use of data?
i. Students’ ideas will vary but will probably involve preferences,
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Additional Activities and Assignments
A generic discussion and writing rubric is provided in the Appendix.
1. Class Activity (LO A-2)
Format: This activity can be facilitated in both a classroom and an online
environment. Instructions for how to facilitate the activity in the classroom and
online are provided below. (Estimated time: 10-15 minutes)
Classroom Format: Divide the class into groups of three or four. Instruct groups to
use the Internet to locate several sources for secondary data, such as government-
sponsored and other websites. Find at least one example of structured data and
one example of unstructured data. Have groups share their findings with the rest of
the class.
Online Format: If you’re delivering your course online, you can have students do
2. Class Activity (LO A-4)
Format: This activity can be facilitated in both a classroom and an online
environment. Instructions for how to facilitate the activity in the classroom and
online are provided below. (Estimated time: 15-25 minutes)
Classroom Format: Divide the class into groups of three or four. Instruct groups to
Online Format: If you’re delivering your course online, you can have students do
this on their own and have them post their answers in a discussion board. Use the
following prompt to facilitate this activity:
3. Additional activity: What’s in the Basket? (LO A-1)
Purpose: To understand the power of marketing analytics.
Background: Thanks to marketing analytics, retailers have been able to identify
Relationship to Text: Bridging the Gap Between Business and Data Needs
Estimated Class Time: About 10 to 15 minutes
Format: This activity can be facilitated in both a classroom and an online
environment. Instructions for how to facilitate the activity in the classroom and
online are provided below.
Classroom Format: Divide the class into groups of three or four. Then, direct them
to follow these steps:
1. Choose a familiar holiday, such as the Fourth of July or Thanksgiving, or a
weather event, such as a heat wave or snowstorm.
Online Format: Discussion board with posted response from each student
(Estimated Time: 5-10 minutes)
1. Use the following prompt to facilitate this activity in a discussion board:
Choose a familiar holiday, such as the Fourth of July or Thanksgiving, or a
but DO NOT NAME THE EVENT.
2. Have students try to guess the event suggested by the market basket
when responding to their classmates’ posts.
Additional Questions for Reflection:
• How do you think retailers establish the items in a market basket? How do they
collect that data?
• How is this data useful to retailers?
• In what other ways might retailers use this data?
4. Online Research Activity (LO A-2)
View one of the videos listed below, or search YouTube or Vimeo for a similar video
on a topic related to marketing analytics. Write a one-page paper summarizing your
video, and explain why marketing analytics is increasingly important.
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Additional Resources
Appendix
Generic Rubrics
Providing students with rubrics helps them understand expectations and components of
assignments. Rubrics help students become more aware of their learning process and
progress, and they improve students’ work through timely and detailed feedback.
Customize these rubrics as you wish. The writing rubric indicates 40 points and the
discussion rubric indicates 30 points.
Standard Writing Rubric
Criteria
Meets Requirements
Content
The assignment clearly and
comprehensively
addresses all questions in
the assignment.
facts, arguments, and
conclusions are logically
related and consistent.
10 points
facts, arguments, and
conclusions are mostly
logically related and
consistent.
arguments, and
conclusions are not
logically related and
consistent.
Research
The assignment is based
upon appropriate and
adequate academic
literature, including peer
reviewed journals and
other scholarly work.
5 points
required citation
guidelines.
some of the required
citation guidelines.
follow the required citation
guidelines.
The assignment has two or
fewer grammatical and
spelling errors.
The assignment has three
to five grammatical and
spelling errors.
The assignment is
incomplete or
unintelligible.
Standard Discussion Rubric
Criteria
Participation