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Consumer Behaviour and Marketing Fundamentals for Business Data Analytics

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Business and Consumer Analytics: New Ideas

Abstract

This chapter provides the reader with a brief introduction to the basics of marketing. The intention is to help a “non-marketer” to understand what is needed in business and consumer analytics from a marketing perspective and continue “bridging the gap” between data scientists and business thinkers. A brief introduction to the discipline of marketing is presented followed by several topics that are crucial for understanding marketing and computational applications within the field. A background of market segmentation and targeting strategies is followed by the description of typical bases for segmenting a market. Further, consumer behaviour literature and theory is discussed as well as the current trends for businesses regarding consumer behaviour.

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Notes

  1. 1.

    https://www.tripadvisor.com.

  2. 2.

    https://www.businessforhome.org/2015/04/top-100-global-direct-selling-companies-2015/.

  3. 3.

    https://investor.google.com/financial/tables.html.

  4. 4.

    http://www.investopedia.com/articles/investing/102615/story-instagram-rise-1-photo0sharing-app.asp.

  5. 5.

    https://www.whatsapp.com/.

  6. 6.

    https://techcrunch.com/2014/02/19/facebook-buying-whatsapp-for-16b-in-cash-and-stock-plus-3b-in-rsus/.

  7. 7.

    https://www.reuters.com/article/us-eu-dataprotection-whatsapp/facebooks-eu-regulator-says-whatsapp-yet-to-resolve-data-sharing-issue-idUSKCN1GC2H8.

  8. 8.

    http://blogs.gartner.com/peter-sondergaard/monetizing-personal-big-data-second-stage-of-digitalization/.

  9. 9.

    http://econsultancy.com/blog/67441-start-me-up-people-io-allows-people-to-monetize-their-personal-data/.

  10. 10.

    http://www.forbes.com/sites/danielnewman/2015/04/14/10-top-trends-driving-the-future-of-marketing/2/.

  11. 11.

    https://www.theguardian.com/science/2016/jul/27/how-the-ice-bucket-challenge-led-to-an-als-research-breakthrough.

  12. 12.

    https://en.wikipedia.org/wiki/Construct_validity.

  13. 13.

    https://en.wikipedia.org/wiki/Cronbach's_alpha.

  14. 14.

    https://en.wikipedia.org/wiki/Multivariate_statistics.

  15. 15.

    https://en.wikipedia.org/wiki/Factor_analysis.

  16. 16.

    https://en.wikipedia.org/wiki/Principal_component_analysis.

  17. 17.

    https://en.wikipedia.org/wiki/Raymond_Cattell.

  18. 18.

    https://www.theanalysisfactor.com/the-fundamental-difference-between-principal-component-analysis-and-factor-analysis/.

  19. 19.

    http://www.spss.com.hk/amos/index.htm.

  20. 20.

    http://www.statmodel.com/index.shtml.

  21. 21.

    https://www.smartpls.com/.

  22. 22.

    http://info.smartpls.com/index.php.

  23. 23.

    https://en.wikipedia.org/wiki/Regression_analysis.

  24. 24.

    https://www.stata.com/manuals/fmm.pdf.

  25. 25.

    https://www.sawtoothsoftware.com/.

  26. 26.

    https://www.pragmaticmarketing.com/resources/articles/conjoint-analysis-101.

  27. 27.

    https://www.sawtoothsoftware.com/download/techpap/undca15.pdf.

  28. 28.

    https://help.xlstat.com/customer/en/portal/articles/2062346-conjoint-analysis-in-excel-tutorial?b_id=9283.

  29. 29.

    https://www.ibm.com/us-en/marketplace/spss-conjoint.

  30. 30.

    https://cran.r-project.org/web/packages/conjoint/conjoint.pdf.

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Acknowledgements

The authors would like to thank Dr. Jamie Carlson for his review and useful suggestions for this chapter. Pablo Moscato acknowledges previous support from the Australian Research Council Future Fellowship FT120100060 and Australian Research Council Discovery Projects DP120102576 and DP140104183.

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    Natalie Jane de Vries & Pablo Moscato

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    Pablo Moscato

  2. School of Electrical Engineering and Computing, The University of Newcastle, Callaghan, NSW, Australia

    Natalie Jane de Vries

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de Vries, N.J., Moscato, P. (2019). Consumer Behaviour and Marketing Fundamentals for Business Data Analytics. In: Moscato, P., de Vries, N. (eds) Business and Consumer Analytics: New Ideas. Springer, Cham. https://doi.org/10.1007/978-3-030-06222-4_2

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-06221-7

  • Online ISBN: 978-3-030-06222-4

  • eBook Packages: Computer ScienceComputer Science (R0)

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