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Sergio Brasini


Department of Statistical Sciences "Paolo Fortunati"

Academic discipline: SECS-S/03 Economic Statistics

President of the Rimini Campus Board


Keywords: consumer behaviour marketing mix variables effectiveness customer satisfaction economic statistics market response models brand loyalty market research analysis business statistics

In Business Statistics and Market Research Analysis areas the main research interest are focused on statistical and econometric models of consumer behaviour. A particular interest to the evaluation of the determinants of relevant constructs such as customer satisfaction and brand loyalty is deserved. Also the hypothesis of existence of a causal relationship between these constructs is verified. Modelization and analysis of the performances of marketing-mix strategies in terms of behavioural consumer response are taken into account. Other research guidelines refer to the evaluation of time to market for a new product concept and to the measure of Internet audiences. In Economic Statistics area the main research interests are focused on poverty in Italy diffusion and intensity topic according to several alternative approaches.

Market segmentation

Market segmentation as the process of classifying a market into distinct subsets (segments) that behave in similar ways or have similar needs. The segmentation process in itself consists of segment identification, segment characterization, segment evaluation and target segment selection. If each segment is fairly homogeneous in its needs and attitudes, it is likely to respond similarly to a given marketing strategy. That is, they are likely to have similar feelings and ideas about a marketing mix comprising a given product or service, sold at a given price, and distributed and promoted in a certain way. Broadly, markets can be divided according to a number of general criteria, such as by industry or public versus private sector. Generally segmentation is conducted using demographic, geographic, attitudinal or behavioral data. Small segments are often termed niche markets or specialty markets. However, all segments fall into either consumer or industrial markets. Although industrial market segmentation is quite different from consumer market segmentation, both have similar objectives. All of these methods of segmentation are merely proxies for true segments, which don't always fit into convenient demographic boundaries. The process of segmentation is distinct from targeting (choosing which segments to address) and positioning (designing an appropriate marketing mix for each segment). The overall intent is to identify groups of similar customers and potential customers; to prioritize the groups to address; to understand their behaviour; and to respond with appropriate marketing strategies that satisfy the different preferences of each chosen segment. Revenues are thus improved. Improved segmentation can lead to significantly improved marketing effectiveness. Distinct segments can have different industry structures and thus have higher or lower attractiveness. With the right segmentation, the right lists can be purchased, advertising results can be improved and customer satisfaction can be increased. Statistical methods and techniques (such as cluster analysis, regression and classification trees, conjoint analysis, and so on) play a relevant role in market segmentation research area.

Marketing performance measurement

Marketing performance measurement is a term used to describe the analysis and improvement of the efficiency and effectiveness of marketing. It focuses on the alignment of marketing activities, strategies, and metrics with business goals to increase the effectiveness and efficiency of marketing. Marketing performance measurement involves the creation of a metrics framework to monitor marketing performance, and then develop and utilize marketing dashboards to manage marketing performance. One of the core methodologies to measure the effectiveness of marketing is the collection of appropriate data. The gathering of right type of data, and its accuracy is crucial in measuring the marketing performance. Popular metrics used in analysis include activity-based metrics that involves numerical counting and reporting. For example, tracking downloads, Web site visitors, attendees at various events are types of activity-based metrics. However, they seldom link marketing to business outcomes. Instead, business outcomes such as market share, customer value, and new product adoption offer a better correlation. Marketing performance measurement focuses on measuring the aggregated effectiveness and efficiency of the marketing organization. Some common categories of these specific metrics include marketing's impact on share of preference, rate of customer acquisition, average order value, rate of new product and service adoptions, growth in customer buying frequency, volume and share of business, net advocacy and loyalty, rate of growth compared to competition and the market, margin, and customer engagement. In addition, marketing performance measurement is used to measure the monitoring of operational efficiency and external performance. Statistical and econometric models are widely used in this area.

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