As we learned in the first assignment and first couple of chapters, visualizing data can be a powerful tool for marketing researchers. There is an over abundance of data – and it becomes more powerful when managers can use it to make decisions that affect their marketing strategies.
In assignment one, I gave you a series of data and asked you to visualize it using excel or other method – to help show current users of popular social media networks. In this assignment, you will be tasked with finding the data for yourself, and then using tools to visualize the information and package it.
As we get into the class, we are going to find that an important part of marketing research is finding and using secondary data to help support your AlthleteTrax project. Finding the data is the first step. The second step is visualizing that data so it tells a story. The third step is to develop a point of view (POV) from the visualizations as it relates to the project or task at hand. Since the AlthleteTrax project involves digital and social media marketing, you are going to be tasked with taking raw data sets and forming charts that help visualize the story they are telling.
Listed below are raw data sets from 2013 on a variety of social media sites. The raw data is available here: http://www.pewinternet.org/2013/12/30/demographics-of-key-social-networking-platforms/
Your first assignment is as follows:
1. Pick one of the social media sites listed above (Facebook, Twitter, Pinterest, Instagram, or LinkedIn)
2. Using Excel, develop charts and graphs that showcase the following for the site you choose:
Usage, Men Vs Women
Age Group Cohort usage
Usage by Educational Attainment
Usage by Income and employment
Breakout of usage (Urban Suburban, Rural)
3. Please place your charts into a PowerPoint, and in summary, please answer the following questions in summary:
Do you feel the users of this social network meet the target market for AlthleteTrax (College Age, College Club Sports Managers?)
If so – why? If not – Why not?
Did any of this data surprise you? In what way?
4. Please save your PowerPoint as a PDF, and upload to slideshare and include the link in the comments section of this blog post. Be creative in your responses!
I look forward to seeing your visualizations and your POV’s on the data.
Now that you have taken a deeper dive in data visualization using data that was given to you, I want you to expand your learning by getting more comfortable not only visualizing data, but finding it as well. Finding secondary data is a key part of marketing research, and this exercise will get you more comfortable finding and using data. Please use the American Community Survey: http://www.census.gov/acs/www
Please find the following information for Washington, DC, Pittsburgh, PA, and your hometown if not from Pittsburgh.
Develop a demographic profile of each city comparing the following in visualized format against one another:
Income distribution (average income)
If you were launching a new product, which city would you launch in? Why? What other items would you have to consider when launching a product in various markets.
I look forward to seeing your responses. Like last week, create charts using excel and then upload in powerpoint format or pdf format on slideshare and leave the link as a comment for the class to share.
In week 11, we talked about Mass Media and social media. It was full week with a lot of content. For assignment #5 – I want you to pick a brand that you feel is doing social media well, and tell us why. Please include the 6 key elements of a social strategy that I outlined in week 11:
Who does this brand want to reach?
What do they want to say?
When are they saying it?
How are they engaging with their fans/customers?
What tools are they using?
How are they measuring results?
There are a lot of brands doing social media really well today – and they really have no choice. Brands are fighting for a share of voice, a share of your minds and hearts, and ultimately a share of your wallet. Social media has become a core component of most brands integrated marketing strategies.
Students – welcome to the fall semester for Marketing Research and Marketing Management at Point Park University. I am excited to join all of you in this experiential learning process where we learn about Marketing and Marketing Research, while helping a local start-up develop their marketing research and plans.
Every semester I challenge my students on a real marketing project. This semester, we are going to partner with Pittsburgh’s own Wigle Whiskey to provide the marketing research they need to reach their desired customers and continue to expand – while also giving them a robust marketing plan they can execute on in 2014. I find the best way to learn is to actually do, and you have a great opportunity to build your portfolio and expand your knowledge base in marketing and marketing research. We are going to have a of fun this semester. Marketing Whiskey is not going to be easy, but I can assure you it will be fun. I can also assure that you will grow to appreciate marketing and marketing research – and how your plans are going to help a local business grow.
Meredith Grelli is going to kick off the project on Tuesday and Wednesday night – so come prepared to ask questions about her goals and challenges. As you can see from the video below, she is in charge of a lot. Our goal is to be her marketing resource this semester.
This is an exciting time to learn about marketing. Marketing is under a transformation from an art to a science, where data drives decisions and models predict consumer behavior. Having analytical skills has never been more crucial in today’s marketing environment, and these are skills we will focus on in both classes this semester.
I look forward to seeing everyone next week. In the meantime, take some time to learn more about Wigle Whiskey.
I am excited that I finally landed a partner for my Fall 2013 classes. This semester, my students will partner with Wigle Whiskey on the development of key marketing research to help them achieve their 2014 marketing goals. In addition, the marketing management class will be tasked with identifying key experiential marketing tactics to education Wigle’s target market on the history of Pennsylvania Whiskey, the Whiskey Rebellion, and key selling points of craft spirits like Wigle.
My goal as an instructor is pretty simple – to give my students the best opportunity I can to prepare them for the real world. Wigle is a startup, and the owners have very limited time to focus on marketing as they are so focused on growing the business and the day to day challenges of running a startup. My students will be their marketing departments for a semester – providing both strategic and tactical support as Wigle continues to grow. We can’t share the details of what we are working on – but it is a very exciting thing to be a part of.
The folks at Wigle Whiskey were very nice to give me this opportunity to give my students this experience. Wigle is an amazing company – a family vision turned to reality. Pittsburgh continues to amaze me with the people I meet who are reshaping our region. I am honored to help out such a passionate group of people – and hope my students fully understand the opportunity they have been given here as they prepare to enter the real world. Like the whiskey rebellion and history behind this company, I want my students to be rebellious in their projects, presenting out of the box ideas to help Wigle continue to grow.
To learn more about this amazing company, visit their web site at https://www.wiglewhiskey.com
In Marketing Research, one of the fastest growing trends I see includes the use of Infographics as a way to increase awareness or convey a statistic to a wide audience. This use of Data Visualization combines information and data in a very easy way for audiences to grasp and understand.
Why are they so popular? My theory is simply people are busy – and anyway you can showcase information in a way that can be understood and digested in a way that is visual, will be more likely to be accepted an audience. I also think infographics are very similar to today’s most popular social media platforms, engaging (Twitter and Facebook) and Visual (Instagram).
Even resumes can become infographics – and make your experience look a little more interesting than it might be.
So can you find an interesting infographic? What is the information it is conveying, and to what audience? Why do you feel this way of visualizing data is becoming so popular?