Popular Searches
Useful Links
Marketing Management Case Study
Case Title:
Netflix Prize 2009: Neuromarketing Research for Online Shoppers?
Publication Month and Year : 2009
Authors: Kumar Gambhiraopet, Saradhi Kumar Gonela, Dr. Nagendra V Chowdary
Industry: Services
Region:US
Case Code: MM0069
Teaching Note: Available
Structured Assignment: Available
Abstract:
Conventional retailing is becoming a passé, as the online retailing is the new mantra of the 21st century’s business environment. Physical store retailers are outsourcing their online business activities to digital service agencies to dwell in the lore of online trading. Companies are in a haste to make every website visit of the consumer into a sales conversion. To accomplish this target they are coming up with analytical, neuromarketing techniques and implementing them to jot down cutting edge marketing strategies. Netflix Prize 2009 is one-of-its-kind methodologies where web analytics are used to cut a unique algorithm to flood a visitor with intelligent advices. It catalyses the buying behaviour of the visitor and influence his thought process to press the buy button. This eventually enhances the company’s business to greater heights.
The case study deals with the use of analytics and neuromarketing techniques in the cutting edge marketing research methodologies. It emphasises the significance of these techniques in tracking the consumer behaviour online as well as offline. Holistically, it spotlights two basic questions – how can companies leverage these techniques to track down consumer behaviour to accuracy and how they help in formulating unique marketing strategies? It also addresses the relevancy of these strategies in applying them to both e-commerce as well as the offline businesses.
Pedagogical Objective:
- To understand the role of personal preferences and perceptions on buying decision process and to analyse how these are manifested in physical stores and online stores
- To debate and analyse the influence and impact of the algorithms and neuromarketing techniques used in devising quintessential marketing research models
- To analyse the significance of monitoring behavioural patterns of consumer and to debate if such a practice would end up in intruding into consumer privacy
- To understand the rationale behind Netflix Prize 2009 initiative and discuss whether the same can be embraced by other dotcom companies.
Keywords : Neuromarketing, Neuroscience and consumer behaviour, Online Consumer Behaviour, Analytics, Neo Marketing Research, Web Marketing, Web analytics, Netflix, Online DVD Rentals, Data Mining, Belkors Pragmatic Chaos, Netflix prize 2009, French Connection, Signing in the Rain
Contents:
- Algorithms or Virtual Customer Marketing Engines?
- Web Analytics – The Holy Grail of Neo Marketing techniques?
- If You Like French Connection, Will You Love Singing in the Rain?
- The Conundrum of Consumer Behaviour@ Online and Offline
- The Buyology of Neuromarketing
Related Case Studies
Recently Bought Case Studies
- Marketing New Vistas - Vol.I
Price: $25
Hardcover edition
ISBN 978-81-314-1665-5 - Emerging Giants from Emerging Markets
Price: $25
Hardcover edition
ISBN 978-81-314-1955-7 - New Age Marketing– Vol. I
Price: $35
Hardcover edition
ISBN 81-314-0489-7 - View all Casebooks »
Case Studies On
- Course Case Mapping For Marketing Management - I
Price: $Course Case Mapping For Marketing Management - I - I
Hardcover edition - Course Case Mapping For Marketing Management - II
Price: $Course Case Mapping For Marketing Management - II - I
Hardcover edition - Course Case Mapping For Quantitative Methods
Price: $Course Case Mapping For Quantitative Methods - I
Hardcover edition - View All Course Casemaps»
Course Case Mapping For
- An Interview with Personnel of Vaatsalya Group
Price: $Vaatsalya Hospitals (B): The Operational Model - An interview with Dr. Ashwin Naik & Dr. Veerendra Hiremath
Price: $Vaatsalya Hospitals (A): The Business Model - An Interview with Dr.Rajiv Malhotra & (Prof)Dr.M.P.Sharma
Price: $Managing a World-Class Hospital: The Rockland Story - View all Video Interviews»
Video Interviews
- Training and Development
Executive Brief with Anjali Mukherjee
Highly Recommended for Human Resource Management / Training and Development Course - You Can't Play by Rules, Always
Executive Brief with R.D. Prasad, Product Manager.
Highly Recommended for Organizational Behavior Course - New Recruit MBAs Attitudes
Executive Brief with Lopamudra Ray, Keya Gupta and Deepika Lingala.
Highly Recommended for Organizational Behavior Course - View all Executive Briefs»
Executive Brief
- Al Ries
Chairman of Ries, an Atlanta-based marketing strategy firm
Speaks on Brands and Branding - P Gopalakrishnan
is a Vice-President, CavinKare International Business.
Speaks on Brands and Branding - Richard Rawlinson
Richard Rawlinson, is a Vice President of Booz & Company
Speaks on Marketing in a Downturn - View All Executive Interviews»