Ontela PicDeck (B): Customer Segmentation, Targeting, and Positioning

Ontela, a technology start-up company, has introduced an innovative service called PicDeck that improves the mobile imaging experience for wireless subscribers. Ontela sells PicDeck to wireless carriers, who in turn private-label the service to their subscribers. Ontela must decide which customer segments it should target for the service and how to create a positioning strategy and a marketing communication plan to promote it. It must also consider the value proposition of the PicDeck service for wireless carriers (its direct customers), who need to be convinced that the service will lead to higher monthly average revenue per user (ARPU) and/or increased subscriber loyalty. Part A of the case provides qualitative information on customer personae that represent different customer segments. Students are asked to develop a targeting and positioning strategy based on this qualitative information. Part B provides quantitative data on customer preferences that can be used to identify response-based customer segments, as well as demographic and media habits information that can be used to profile the segments. Students are asked to revise their recommendations based on the additional quantitative data.The case reinforces the principles of data-driven customer segmentation, discusses the appropriate criteria for selecting segments, and provides a deeper understanding of the benefits and drawbacks of different approaches to identifying and evaluating segments. The case illustrates how the results of data-driven segmentation may run counter to approaches that rely on “gut feel” or qualitative information alone.

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Portrait of Online Learning during the Covid-19 Pandemic (a Case Study on Solo Raya Vocational Teacher)

Teknodika ◽

10.20961/teknodika.v19i2.53561 ◽

2021 ◽

Vol 19 (2) ◽

pp. 126

Author(s):

Siswandari Siswandari ◽

Sri Sumaryati ◽

Susilaningsih Susilaningsih ◽

Asri Diah Susanti ◽

Nurhasan Hamidi ◽

...

Keyword(s):

Online Learning ◽

Quantitative Data ◽

Working Hours ◽

Learning Activities ◽

Vocational School ◽

Health Complaints ◽

Qualitative Information ◽

School Teachers ◽

Vocational Teacher

This study aims to identify the implementation of online learning conducted by teachers to provide the best service to students. This can be seen from health, fitness, spirit, duration of services related to education, applications used, signal conditions, teacher readiness in providing services outside the provisions of working hours, available learning facilities, and several other online learning activities Covid-19 pandemic. This study involved 254 vocational school teachers in Solo Raya. Quantitative data is netted through questionnaires that are disseminated using Google Form facilities. Meanwhile, we obtained qualitative information from interviews designed using WhatsApp and telephone facilities. The results showed that 52.2% of teachers admitted to agreeing not to have any health complaints. Teachers are always fit for online learning, with 58.9% agreeing. Teachers were always excited when they were online, with 68.4% answering agreed. The implementation of online learning requires more service time. 64.9% of teachers provide services about 14 hours per day. 64.1% of teachers agreed that they are ready to provide online services to students outside the working hours. Teachers have RPP as a sign of online learning, with 68.8% of teachers agreeing

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Design an IT Policy Implementation Plan

10.36227/techrxiv.14558565 ◽

2021 ◽

Author(s):

Saman Sarraf ◽

Milton Kabia

Keyword(s):

Machine Learning ◽

Policy Implementation ◽

Data Driven ◽

Collaborative Effort ◽

Leadership Roles ◽

Implementation Plan ◽

Communication Plan ◽

It Risk Management ◽

Control Framework ◽

It Risk

Information technology (IT) companies implement multi-dimensional policy plans that include procedures, sub-plans, and instructions to outline their business scopes, targets, and communications. This work outlined the IT policy implementation plan designed by an imaginary company with a random name called Northcentral Cloud Consulting Firm (NCCF), containing proposed IT policies, milestones and roadmaps, control framework, stakeholder responsibilities, knowledge transfer plan, and leadership roles. As NCCF’s major customers seek data-driven solutions in cloud computing, the NCCF IT policy plan provides various data policies, including security and proper usage of machine learning services. The plan offers a detailed roadmap of its financial, geographical, and reputational expansion within three years. The IT policy plan also compromises an IT risk management, contingency, and emergency communication plan, mainly for protecting data and business continuity. Stakeholder responsibilities are incorporated into the IT policy plan, as NCCF considers any engagement with its customers as a collaborative effort in which both parties have and share several responsibilities.

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Student Use of Social Media

Social Computing ◽

10.4018/978-1-60566-984-7.ch077 ◽

2010 ◽

pp. 1211-1233

Author(s):

Tamara L. Wandel

Keyword(s):

College Students ◽

Decision Making ◽

Social Media ◽

Social Networking ◽

Interpersonal Communication ◽

Quantitative Data ◽

Self Esteem ◽

Online Social Networking ◽

Qualitative Information ◽

Use Of Social Media

This chapter presents information on the usages and intent of social media by college students and administrators. Primary and secondary quantitative data is provided, as well as qualitative information obtained from interviews of multiple constituents. Researchers and postsecondary employees can more effectively examine technological trends in regard to online social networking for non-academic purposes after considering this data. Theories of self-esteem, interpersonal communication, decision making, and innovation diffusion are integrated throughout the chapter.

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Student Use of Social Media

Social Networking Communities and E-Dating Services ◽

10.4018/978-1-60566-104-9.ch010 ◽

2009 ◽

pp. 189-211 ◽

Cited By ~ 2

Author(s):

Tamara L. Wandel

Keyword(s):

College Students ◽

Decision Making ◽

Social Media ◽

Social Networking ◽

Interpersonal Communication ◽

Quantitative Data ◽

Self Esteem ◽

Online Social Networking ◽

Qualitative Information ◽

Use Of Social Media

This chapter presents information on the usages and intent of social media by college students and administrators. Primary and secondary quantitative data is provided, as well as qualitative information obtained from interviews of multiple constituents. Researchers and postsecondary employees can more effectively examine technological trends in regard to online social networking for non-academic purposes after considering this data. Theories of self-esteem, interpersonal communication, decision making, and innovation diffusion are integrated throughout the chapter.

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The Rise of Data-Driven Business Models in the Berlin Start-up Scene

Open Innovation: Bridging Theory and Practice - Managing Digital Open Innovation ◽

10.1142/9789811219238_0013 ◽

2020 ◽

pp. 353-377

Author(s):

Romy Hilbig ◽

Stefanie Hecht ◽

Bennet Etsiwah

Keyword(s):

Business Models ◽

Data Driven ◽

Start Up

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Illinois Superconductor Corp.: Forecasting Demand for Superconducting Filters

Kellogg School of Management Cases ◽

10.1108/case.kellogg.2016.000156 ◽

2017 ◽

pp. 1-32

Author(s):

Mohanbir Sawhney ◽

Lisa Damkroger ◽

Greg McGuirk ◽

Julie Milbratz ◽

John Rountree

Keyword(s):

Competitive Dynamics ◽

Base Stations ◽

Forecasting Model ◽

Diffusion Modeling ◽

Model Based ◽

Customer Preferences ◽

Start Up ◽

Diffusion Effects ◽

Superconducting Filters ◽

Simple Chain

Illinois Superconductor Corp. a technology start-up, came up with an innovative new superconducting filter for use in cellular base stations. It needed to estimate the demand for its filters. The manager came up with a simple chain-ratio-based forecasting model that, while simple and intuitive, was too simplistic. The company had also commissioned a research firm to develop a model-based forecast. The model-based forecast used diffusion modeling, analogy-based forecasting, and conjoint analysis to create a forecast that incorporated customer preferences, diffusion effects, and competitive dynamics.To use the data to generate a model-based forecast and to reconcile the model-based forecast with the manager's forecast. Requires sophisticated spreadsheet modeling and the application of advanced forecasting techniques.

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FieldTurf Tarkett India: challenges and opportunities in new markets

Emerald Emerging Markets Case Studies ◽

10.1108/20450621111195660 ◽

2011 ◽

Vol 1 (4) ◽

pp. 1-30

Author(s):

Srividya Raghavan

Keyword(s):

Business Strategy ◽

Emerging Market ◽

Developed Countries ◽

Subject Area ◽

New Markets ◽

Content Type ◽

Communication Plan ◽

Positioning Strategy ◽

Challenges And Opportunities ◽

Media Mix

TitleFieldTurf Tarkett India: challenges and opportunities in new markets.Subject areaMarketing, marketing communication and business strategy.Study level/applicabilityGraduate level and some core courses in undergraduate level.Case overviewThe case describes the evolution of a start‐up company, Great Sports Infra Pvt Ltd, which had acquired the exclusive dealership of the largest artificial sports surface products company – FieldTurf Tarkett. Great Sports Infra was started as a small business with a capital of INR 5 million, by Mr Anil Kumar who had won the exclusive license to sell the FieldTurf brand of artificial turf in India and the SAARC region. FieldTurf was a well entrenched brand for playing surfaces in several developed countries around the world. The size, scope and consumer base of the Indian market was vastly different from the mature markets in which FieldTurf was a well established brand. Anil had to find a market for the product in India which was a classic context of “existing product entering a new market” – in this case an emerging market. Identifying new markets and targeting them with a relevant marketing mix and communication mix were the dominant challenges faced by Anil. Having developed the market in India, he now faces competition from cheaper manufacturers and limited growth in the sports infrastructure. The students must deliberate on current strategies and suggest strategies for the future growth of the product in this market.Expected learning outcomes Challenges of an established brand entering a new market in the emerging economies. Using Ansoff's matrix to identify the nature of challenges. Understanding positioning strategy. To understand how to extract IMC strategy from business strategy. Targeting each segment differently but keeping the message consistent following the principles of principles of IMC, i.e. harmony, consistency and synergy. Understanding the role of 6Ms in designing a communication plan. Understanding how to identify appropriate media mix. Understanding the holistic IMC framework.Supplementary materialsTeaching notes.

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Design an IT Policy Implementation Plan

10.36227/techrxiv.14558565.v1 ◽

2021 ◽

Author(s):

Saman Sarraf ◽

Milton Kabia

Keyword(s):

Machine Learning ◽

Policy Implementation ◽

Data Driven ◽

Collaborative Effort ◽

Leadership Roles ◽

Implementation Plan ◽

Communication Plan ◽

It Risk Management ◽

Control Framework ◽

It Risk

Information technology (IT) companies implement multi-dimensional policy plans that include procedures, sub-plans, and instructions to outline their business scopes, targets, and communications. This work outlined the IT policy implementation plan designed by an imaginary company with a random name called Northcentral Cloud Consulting Firm (NCCF), containing proposed IT policies, milestones and roadmaps, control framework, stakeholder responsibilities, knowledge transfer plan, and leadership roles. As NCCF’s major customers seek data-driven solutions in cloud computing, the NCCF IT policy plan provides various data policies, including security and proper usage of machine learning services. The plan offers a detailed roadmap of its financial, geographical, and reputational expansion within three years. The IT policy plan also compromises an IT risk management, contingency, and emergency communication plan, mainly for protecting data and business continuity. Stakeholder responsibilities are incorporated into the IT policy plan, as NCCF considers any engagement with its customers as a collaborative effort in which both parties have and share several responsibilities.

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RESEARCH SUMMARY OF CURRENT SITUATION OF NURSES’ ADHERENCE IN ROUTINE HAND HYGIENE IN THE SURGICAL DEPARTMENTS OF GIA DINH PEOPLE’S HOSPITAL IN 2019 AND SOME INFLUENCING FACTORS

Tạp chí Y học Cộng đồng ◽

10.52163/jcm.v62i2.78 ◽

2021 ◽

Vol 62 (2) ◽

Author(s):

Nguyễn Thị Hường ◽

Tiêu Chí Đức ◽

Lê Thị Thanh Hương

Keyword(s):

Hand Hygiene ◽

Quantitative Data ◽

Qualitative Information ◽

Group Discussions ◽

Cross Sectional ◽

Hygiene Compliance ◽

Observation Method ◽

The Right ◽

Depth Interviews ◽

Evening Shift

The cross-sectional descriptive study was conducted in 04 months, using quantitative data combined with qualitative information. Quantitative data was collected using a non-participating observation method, using a checklist. We observed 498 opportunities to wash hands. Qualitative information was collected from 02 in- depth interviews with experts and 03 group discussions. Data were entered and analyzed by Exel, Epidata and SPSS 18 software. The rate of compliance of nurses was 78.1. The chance of doing the right thing and completing the 6 steps is 71.9%. Practice of routine hand hygiene of nursing varies with working time, the highest was in the morning shift, lowest was evening shift. Factors that positively influenced the compliance are management and attention of the hospital leaders and the Department of Infection controls, regulations, circulars, training documents and guidelines; there is regular inspection and supervision and post-supervision feedback. Factors that adversely affect routine hand hygiene compliance are work overload, provision of unsanitary hand washing water and wash basins; the hospital has no regulations on specific rewards and penalties.

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