Translating consumer insights and big data into concrete initiatives that drive above-market growth. Show
A company’s ability to drive above-market growth hinges on the depth of its consumer insights and how well it translates those insights into effective action. Our area of work is made up of more than 130 dedicated insights and analytics experts and professionals—with more than 900 years of collective experience in 12 countries and 25 cities across the world—focused on helping our clients do exactly that. To develop deep customer understanding, we employ a range of quantitative and qualitative marketing research approaches plus big data techniques that are both innovative and pragmatic. We’ve grouped our capabilities into two areas: Consumer & Shopper InsightsInsights into consumers can help companies spark innovation, uncover the most promising (though not always most intuitive) sources of growth, and develop or maintain successful products and brands. McKinsey’s qualitative and quantitative marketing research approaches, tools, and techniques help our clients discover why their customers behave as they do at every phase of their purchase decision journey, understand their customers’ experiences, and dig deeply into their best drivers of customer loyalty. By applying these insights, our clients can develop innovative and differentiated marketing strategies that include effective value propositions, segmentation, branding, product design, pricing, and customer experiences. Advanced AnalyticsMcKinsey’s Consumer Marketing Analytics Center (CMAC) accelerates the potential of big data by translating insights from advanced analytics into action across the marketing and consumer-facing organization. Using its global team of analytics professionals with deep expertise in all aspects of big data acquisition and interpretation, CMAC has acquired a track record of success identifying and applying best practices to create insights-driven organizations across a range of industries, including retail, consumer goods, banking, insurance, telecom, media, and healthcare. What we doOur goal is to help our clients develop a set of practical and interlocking capabilities that reveal—and maximize the profitable use of—the data appropriate to their situation. We do this by:
How we help
Examples of our work
Featured capabilitiesCustomer Insights drives growth by leveraging consumer, buyer and market insights. By integrating hard scientific methods, objective facts, and cutting-edge analytics, Insight Solutions help companies generate a 360° view of their customers. Category Solutions helps retailers and consumer goods companies develop effective assortment strategies based on buyer behavior data. We leverage point-of-sale data, syndicated 3rd party data, and online competitor insights to help category managers sustainably improve commercial performance. Marketing Solutions comprehensively cover the broad spectrum of tactical and strategic decisions that CMOs are responsible for and help them drive significant topline growth and marketing budget savings by improving mROI and leveraging personalized marketing messages. Performance Management integrate data from multiple sources to create a single source of truth that helps leaders identify commercial improvement opportunities at the account– and product-level. We have invested millions of dollars to develop proprietary tools that analyze and visualize data in real time to draw out true insights:
What is marketing information and customer insights?Marketing Information and Customer Insights Customer insights are fresh marketing information-based understandings of customers and the marketplace that become the basis for creating customer value, engagement, and relationships. Marketing information by itself has little value.
What is the purpose of customer insights?Customer insights offer important information about the consumer market, product performance and purchasing behaviors. This information allows businesses to identify, predict and address the factors that influence their sales and profits.
Which is the most important factor in customer insights?One of the most important components of using customer insights is setting a goal. It's also important to determine where the data is coming from, how the data is collected and managed, and whether the ability to collect high-quality data exists. You also need to plan how to use the data, and data governance is key.
Which one of the following statements about marketing research in small businesses and non profit organizations is correct?Which one of the following statements about marketing research in small businesses and nonprofit organizations is correct? The research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully.
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