Transcript Visualizing Marketing Promotions

Garrett Eastham
A VISUAL MARKETING TEMPLATE
LANGUAGE
BACKGROUND

Long-term Project
 Web-based
60%
Of businesses do NOT have a
marketing plan.
Marketing
Software for SMB’s
 Phase 1: Marketing
template marketplace to
gather data about
purchase behavior
 Looking to expand
eventually into enterprise
marketing software
DESIGN CONTEXT

Design Goal – Robust Template Language /
Software
 Allows
users to create marketing plan templates for
a variety of industries with many different kinds of
media and promotions

Target User: Marketing Professional /
Consultant
 College
educated, most likely business background
 Experience developing marketing plans for clients
RELATED WORK (1970’S)

John D. Little (M.I.T.)
 Groundbreaking
work describing implementing
decision calculus into marketing models (1970)
 First
person to question why academic marketing models
were not used in industry / practice
 BRAND-AID

- Mathematical Marketing Model (1975)
Stanton G. Cort, Luis V. Dominguez (Indiana)
 PLAN*IT:
Marketing Decision System (1974)
BRAND-AID
PLAN*IT
Strategy
Canvas
(Osterwalder)
“Decision process literature suggests that generating and evaluating
multiple alternatives is more effective because alternatives are difficult
to assess in isolation” (Menon)
MODERN INDUSTRY APPLICATIONS

Media Planning & Buying Software
 Microsoft
Atlas
 DoubleClick MediaVisor

Marketing Decision Support Systems
 ACNielsen’s
SCAN*PRO
 IRI’s PROMOTER
Microsoft Atlas’ Engagement
Mapping Visualization
Making a Design Decision…
• Lack of data limits the scope of
most marketing models
• Most managers do not
understand models
• Repetitive promotion / pricing
programs and media allocation
decisions have most potential for
model-based automation
Niche Focus: Advertising
/ Promotion Planning
(Leeflang 2000)
(Srivastava 1999)
• Little (1970) Suggests:
• Simplicity
• Completeness on important issues
• Adaptiveness and robustness
SOLUTION: RECURSIVE PROMOTION SCHEMA

All promotional items are represented by one
kind of “promotional” object, which acts as a
transformation on its inputs
 Input:
x array of “People”
 Output: y array of “People” / % conversion rate

I/O is determined by visual representation of
the “promotional” object
 Same
display is used to create, modify, and analyze
all promotional objects
Input:
Output:
X(1)
Y(1)
X(2)
Y(2)
X(3)
INTERACTION: EXPLORE
INTERACTION: MOVEMENT / OCCLUSION
Moving elements around creates
occlusion, which visualizes the
effectiveness of each promotional
object, allowing rich
experimentation and strategy
development.
INTERACTION: HIGHLIGHTING / SUGGESTION
Selecting a target area queries
the system for the best
promotional recommendations
for a given cross-section of
target audience
Or, alternatively, highlighting
allows a user to create a
new promotional object to
be built later
Under the Hood:
• An array of “people” objects is derived from cross-sectional area
• Promotional database is queried with people array
• System returns best matches by total conversion rate
TIMELINE

Core System (“Must-have Items”)




Expansion (“If there’s time”)




Interface {people bars, promotional objects, move
interaction, occlusion detection}
Recursive Promotion object framework {people,
promotions, recursive calculation}
Sample data set {random bars, sample promotions}
Interaction {explore, highlight}
Dynamic queries based on highlighted cross-sections
More realistic data-set {census info, example media
products}
Technology

Flash / Flex
REFERENCES







Cort, Stanton G., and Luis V. Dominguez. "PLAN* IT: Simulation applied in a
marketing decision system." Proceedings of the 7th conference on Winter
simulation 2 (1974).
Leeflang, Peter, and Dick Wittink. "Building models for marketing decisions:
Past, present and future." International Journal of Research in Marketing 17
(2000).
Little, J.D.C. “Models and managers: The concept of a decision calculus.”
Management Science 16, B466-B485. (1970).
Little, J.D.C. “BRANDAID: A marketing-mix model: Part 1. Structure.” Operations
Research 23, 628-655. (1975).
Menon, Anil, Sundar Bharadwaj, Phani T. Adidam, and Steven Edison.
"Antecedents and Consequences of Marketing Strategy Making: A Model and a
Test." The Journal of Marketing 63 (1999).
Osterwalder, Alexander, and Yves Pigneur. "Modeling value propositions in eBusiness." ACM International Conference Proceeding Series 50 (2003).
Srivastava, Rajendra K., Tasadduq A. Shervani, and Liam Fahey. "Marketing,
Business Processes, and Shareholder Value: An Organizationally Embedded
View of Marketing Activities and teh Discipline of Marketing." The Journal of
Marketing 63 (1999).