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Internet Marketing Intelligence
Chapter 5
Consumer Intelligence
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-1
Objectives
• Provide an understanding of the importance of
consumer intelligence in global economy.
• Develop an appreciation of how the Internet has
created greater need and opportunity for
consumer intelligence.
• Give an insight into why the Internet and
associated interactive technologies are powerful
tools in gaining information about consumers.
• Explore the underlying principles of consumer
research.
• Develop the ability to conduct consumer research
using the Internet.
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-2
What is Consumer
Intelligence?
• It is the analysis and synthesis of information on:
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consumer taste
needs
desires
preferences
purchases
attitudes
interests
opinions
consumption patterns of products and services
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-3
Importance of Consumer
Intelligence
• Helps to better understand and anticipate
consumer behaviour
• Allows companies to create an effective
marketing mix
• Develop more effective marketing
strategies
• Forms a competitive advantage
• Increases the level of consumer satisfaction
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-4
Consumer Intelligence
• Must be a central and ongoing endeavor
• Is the responsibility of all employees
• Must be analysed and applied to the
aggregate data
• One of the key tools is the Internet
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
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Internet and Consumer
Intelligence
• Access to more information from all over the
world
• Provides researchers with the ability to track
consumers motivation and movement on an
ongoing and real-time basis
• Helps to formulate and maintain
relationships with consumers
• Accuracy of information needs to be
considered
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-6
The Dynamic of
Internet Marketing
Internet
More consumer options and information available.
Ability and need to know customers
More
competition
Shift of power from
seller to buyer
Need to retain customers
Utility of mass customisation and one-to-one
marketing
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-7
Consumer Intelligence
Sources
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Business reports
Trade journals
Government
Databases
Census data
Surveys
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-8
Seven Consumer
Research Cornerstones
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Occupations: What constitutes the markets?
Objects: What does the market buy?
Objectives: Why does the market buy?
Organisations: Who participates in the
buying?
• Operations: How does the market buy?
• Occasions: When does the market buy?
• Outlets: Where does the market buy?
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-9
Occupations
• World Factbook
http://www.odci.gov/cia/publications/factbook/index.html/
• contains data pertinent to specific countries and regions
• United Nations www.un.org/Depts/unsd
• gives a detailed description of the international statistical
services provided by the United Nations
• Forrester Research http://www.forrester.com
• provides a series of reports on market trends with special
focus on the impact of emerging technology on consumers,
businesses and society
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-10
Objectives
• Faith Popcorn
http://www.faithpopcorn.com/trends/trends.htm/
• Faith applies her insight regarding cultural and business
trends to help clients reposition established brands or
companies, develop new products and define areas of new
business opportunity.
• Service Intelligence http://www.serviceintelligence.com/
• Has an area devoted to customer stories of unpleasant
experiences with airlines, banks, restaurants and other
service businesses.
• Consumer Trends Institute
http://www.trendsinstitute.com/
• The Consumer Trends Institute web site provides a wide
array of consumer information and reports.
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-11
Objects, Occasions, Outlets
• ACNielsen http://www.acnielsen.com/
• one of the world's leading providers of market research,
information and analysis to consumer products and
services industries (>9 000 clients in over 100 countries)
• measures competitive marketplace dynamics, consumer
attitudes and behaviour
• Information Resources, Inc. http://www.infores.com/
• a leading sales and marketing research partner in the
expanding global consumer goods industry
• providing clients consumer insight and market intelligence
• NFO WORLDGROUP http://www.nfow.com/
• provides research-based marketing information and
counsel; have provided Fortune 500 clients with consumer
and brand knowledge and understanding, utilising over 50
years experience
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-12
Organisations and
Operations
• Survey-Net http://www.survey.net/
• provides up-to-the minute information, opinions and
demographics regarding Internet users
• Gartner http://www.gartner.com/
• provides research on consumer online usage and
interactive services and technology
• CyberAtlas http://www.cyberatlas.com/
• a broad collection of Internet-related statistics with a
particular emphasis on marketing, advertising,
commerce and technology
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-13
Summary
• Consumer intelligence is the analysis and
synthesis of information on consumer
tastes, needs, desires, preferences,
purchases, attitudes, interests, opinions
and product/service consumption
patterns.
• The emergence of the Internet and other
interactive technologies has given
companies a greater ability to gather
information from and about consumers.
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
5-14