Last Chance to Save $200 on B2B Marketing Forum! Register by Midnight 8/31 »
Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
See All »
Schedule of Events
Virtual Conference Series
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
MProfs PRO Seminar Q&A
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
Phd Topic: A Blend Of Marketing And Cpg/ranalytics
3/6/2013 at 8:05 AM ET
I am working as a business consultant for most prestigous CPG/Retail clients scattered across globe. Seperately, have decided to do my PhD in Marketing parallelly. Hence, looking for a topic related to CPG/Retail analytics, where I can utilize maximum of Marketing concepts and also should yield some results where I can utilize them in my day-to-day work...
3/6/2013 at 10:14 AM
As you can probably imagine, it's difficult to come up with a topic when the objective is not defined, and there's no specific indicated action based on the findings and conclusions of any research.
Right now many/most marketers are fixated on big data and web analytics, so you probably want to include those as you look for useful/relevant topics. My inclination would be to talk with some of your clients and see what THEY suggest. One of them may be facing a situation where your PhD topic could be particularly useful.
If all else fails, what about looking at the interaction of brand loyalty and retailer loyalty. Which is more dominant/important in selected industries? In which industries is one more important than the other?
3/6/2013 at 1:33 PM
There is a real problem with "big data" - how much of it is the result of poor thinking? It is easy to set up a measure, it is not so easy to set up a measure that is actually meaningful. 'Garbage in, Garbage out' as they say. This is more common than you might think, just look at split testing - as the master Glenn Livingstone says, "most people test two things twenty times, instead of testing twenty things twice". The data you get from the first will be largely meaningless, the data you get from the second will be meaningful - simply because you asked clear questions. It is harder than you think, and given the state of PPC, more common than most people acknowledge.
Tying that into what Mr. Goodman has said might give you some interesting avenues to pursue.
BACK TO TOP
Post a Comment
The Most In-Demand Digital Marketing Skills
by Ayaz Nanji
The 10 Best (and Worst) Performing Words in Email Subject Lines
by Ayaz Nanji
Bye-Bye to These 10 Web Design Trends
by Scott Donald
LOL vs. Haha: How People Laugh Online
by Ayaz Nanji
Build Your Brand by Separating It From Product
by Brian Bennett
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with