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.
