Marketing Intelligence MAR 3641

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Marketing IntelligenceMAR 3641

• Instructor Stefanie Mayfield Garcia

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The Intelligence Cycle

• Planning Directing

Analysis
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Planning and Direction Require a Three-Pronged
Approach

• A clear understanding of the users needs,
  including time constraints

Establish a collection and analysis plan
Keep the user informed
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Collecting

• Types of Information
• Primary sources is a survey, observation, or
  experiment data collected to solve the particular
  problem under investigation.
  
• Secondary sources is information that has been
  previously gathered and might be relevant to the
  problem at hand.

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Collecting Secondary Sources

• What separates primary from secondary material ?
  
  
• Primary material
• Secondary sources

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Sources of MI (by extent of use)
High use
Based on the Society of Competitive Intelligence
Professionals 1997 Salary Survey
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Sources of MI (by extent of use)
Moderate use
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Sources of MI (by extent of use)
Low use
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Sources of MI (by extent of use)
Very little use
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How Are Organizations Using These Methods?
85 of Fortune 500 companies have a MI Dept. or
Division

Department specialists tending to develop use
their own intelligence.
Dedicated staffs for organization of information
only.
Part-time responsibility of corporate librarian.
90 of companies
ad hoc
full-time
Time
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In the land of the blind, the one-eyed man is
king.
Niccolò Machiavelli, La Mandragola
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What is Your Privacy Quotient?

• Most people voluntarily disclose personal
  information every day - without going near their
  PCs.
  
• Give yourself a point for each activity youve
  done.
  

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If You Registered to Vote

• You Gave Up This Information
• Your name, address, birth date, birth place,
  occupation, political affiliation, and
  signature.Here is Where All that Information
  Ends Up
• Voter registration records are open to public
  inspection in most states and are part of
  nationwide, commercial databases.

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If Youve Bought a House

• You Gave Up This Information
• Spouses name, address, purchase price, down
  payment, loan amount, and property description.
  
• Here is Where All that Information Ends Up
• Property tax information, deeds, and trust deeds
  are open to public inspection, available at title
  companies, and stored on public and commercial
  databases.

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If You.. Had A baby

• You Gave Up This Information
• Babys name and date of birth parents names,
  addresses, and jobs plus some medical
  information.
  
• Here is Where All that Information Ends Up
• The birth certificate is everyones first public
  record. Some states seal records, but most
  dont.Thats why new parents getso much junk
  mail for baby products.

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If Youve Owned Substantial Stock In A Company

• You Gave Up This Information
• Your names, the number of shares you own, and
  your address if youre a corporate officer.
  
• Here is Where All that Information Ends Up
• The Securities and Exchange Commission makes
  public the names of anyone owning 15 or more
  of the shares in any publicly held company

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If YouveGiven More than 50 to a Campaign

• You Gave Up This Information
• Your name, title, address, employer, and amount
  of contribution.
  
• Here is Where All that Information Ends Up
• Campaign disclosure laws make contributions a
  matter of public record at the city, state, and
  federal levels.Most of these records
  areavailable online.

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If YouveHad a Dog Vaccinated for Rabies

• You Gave Up This Information
• Your name and address, animals name, age, and
  breed sometimes your phone number.
  
• Here is Where All that Information Ends Up
• Most states require veterinarians to report
  information to the animal regulation department
  of the ASPCA, which regularly sells the
  information to commercial firms.

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If YouveTaken Out a Permit for a Yard Sale

• You Gave Up This Information
• Your name, address, sometimes phone number, date
  of sale, and signature
  
• Here is Where All that Information Ends Up
• Records of all such permits are usually available
  for public inspection.

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If YouvePaid for a Fine for an Overdue Library
Book

• You Gave Up This Information
• Your name, address, sometimes phone number, Book
  titles, due date, return date, and fine paid.
  
• Here is Where All that Information Ends Up
• Librarians everywhere have fought to keep their
  patrons information private, but when someone
  is fined for violating a law, the records are
  almost always public.

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If YouveReceived a Parking Ticket for Your Car

• You Gave Up This Information
• Your name, address, vehicle make, license number,
  date of violation, place of violation, and fine.
  
• Here is Where All that Information Ends Up
• Copies of citations are usually available at the
  police department or local court. Sometimes the
  courts notify the motor vehicles departments of
  unpaid fines

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If YouveParticipated in a Phone Survey

• You Gave Up This Information
• Aside from your opinions, your name, address,
  phone number, age, income level, and more.
  
• Here is Where All that Information Ends Up
• Depending on the group conducting the survey, the
  data could be sold to advertisers,
  mail-ordercompanies, commercial businesses, or
  governmentagencies.

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If YouveMailed in a Warranty Card

• You Gave Up This Information
• Your name, address, phone number, age ranges,
  income range, and interests.
  
• Here is Where All that Information Ends Up
• Warranty cards are nothing more than marketing
  surveys. Companies may hold the information or
  they may sell it to others companies.

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If YouveEntered a Contest or Sweepstakes

• You Gave Up This Information
• Your name, address, maybe phone number, and
  possibly more marketing information.
  
• Here is Where All that Information Ends Up
• The prize theyre offering is small change
  compared to what theyre going to make selling
  your name and address. Youre now on a sucker
  list.

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If YouveUsed Your ATM Card for any Purchase

• You Gave Up This Information
• Your name, bank account number, and balance plus
  what youve bought and where.
  
• Here is Where All that Information Ends Up
• No one knows how far grocery stores, restaurants,
  and other retailers will go with your
  information. Knowing who you are and what you
  buy is valuable to marketers.

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If YouveRented a Movie

• You Gave Up This Information
• Your name, address, phone number, credit-card
  number, and movie preferences.
  
• Here is Where All that Information Ends Up
• Though they cant disclose exactly what movies
  youve rented, video stores can share your
  contact information and your general interests
  with outside marketers.

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If YouveSubscribed to a Magazine

• You Gave Up This Information
• Your name, address, phone number, and at least
  one interest - the topic of the magazine.
  
• Here is Where All that Information Ends Up
• Magazines sell their mailing lists to generate
  revenue.

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Your Score!

• Fewer than 4 points
• 5 to 9 points
• 10 to 13 points
• 14 to 15 points