Marketing Information Management Reflection

 images (1)(Hopkins, 2010)

MRKT 3240 Marketing Informational Management is a third year marketing class that has given me insight in how markers can use a measuring system to quantify a trend, dynamic or characteristics. So what is marketing metrics? Let me tell you from my understanding and from what I have learned from this course, marketing metrics can provide markers to address the potential issues quantitatively while effectively applying marketing strategy. Metrics can measure the new opportunities and interpret data to make rational decisions and recommendations. Before taking this course, analyzing data and financial information is my major weakness, which is the area I am not confident at all. But during four months studying, I have tried to overcome my fear by analyzing different case studies and practicing modules.

Marketing metrics includes a wide variety of quantitative tools, allowing marketing students to use data and numbers to prove our strategies. This is a course which can prepare me well for the real business world in the future and teach me the importance of accurate outcomes. Although the process of analyzing data is boring, I have learned a lot of different metrics skills and tools. I would like to show you what I learned in this course.

QQ截图20131214021131(Bickell, 2011)

  • MC chocolate bar: This is the most impressive and useful for me in this entire semester. It is a visual tool to explain the relationship between selling price and margin or markup, and provide solutions in calculating markup in percentage, markup in dollars and margin.
  • Break-even and contribution analysis: A tool to “evaluate the likely profitability of marketing actions that affect fix costs, prices, variable costs” (Farris, 2010)
  • Cannibalization rate: A percentage of new product sales taken from existing product line, which can be considered a tool to measure the new product lines and products
  • Sales Force Management: It provides me guidelines in how to balance the workload for sales team and how to develop compact territories. Workload, sale force effectiveness ratios, compensation has been taught in the metrics class.
  • Web metrics: impression, CPC, reach, gross rating points are the main metrics to analyze how effective the advertising campaign is.
  • Google Analytics: A tool allows me to track the website traffic data and understand the consumer behaviors and evaluate the online marketing activities.
  • Pricing strategy: price elasticity, maximum willing to buy, maximum willing to pay and demand curve can be applied in analyzing the effectiveness of pricing strategies and the different prices in different distribution channels.
  • Promotion Metrics: it involves in using baseline sales, incremental sales, ROMI and lift percentage to evaluate the effectiveness of promotion strategies.

However, this is not a course only focusing on quantitative data; it also provides me insights in how to use the data to draw qualitative recommendations and how I can apply my critical thinking in different case studies. In addition, I gained a great opportunity to work for a local small business with my team. We provide a metric plan to address their critical issues by analyzing their current market situation and applying variable metrics tools to measure the success. This class provides me a great lesson in handling different real business situations and prepares me well for future challenges.


Bickell. (2011). Introduction to Markup and Margin Math. Retrieved on December 14th, 2013, from

Farris, Bendle. (2010). Marketing Metrics: Definition guide to measuring marketing performance. Second Edition. Pearson Education Inc

Hopkins. (2010). Making sense out of the numbers-social marketing metric. Retrieved on December 14, 2013, from


What is Lead Generation and How is it used?

The definition and significance of Lead Generation

Lead generation is the term which defines how the products and services of a business can stimulate consumer interest and further consumer exploration into that product or service. Businesses need “quality” leads, where the “quality” is determined by the likelihood of the consumer to actually consider and make that purchase. Generating high quality leads is the number one challenge and lead quality is the omnipotent factor that can make or break an organizations success.

According to a report from WebMarketing123, 54% of B2B marketers consider lead generation the number one digital marketing goal. Brand awareness is number 2 at 28%. Developing a stronger online presence and building reputation among prospects has become more important within the last few years, and more businesses are actively marketing on the web. Businesses want to improve sales, but the reason that an increase in sales is not the number one priority is because developing lead generation methods will more likely produce more opportunity for converting leads into quality leads and sales.


The difference between lead generation and demand generation:

Lead generation includes collecting registration information (for example, creating an account) often in exchange for viewing the content of a site. This way, a marketing database for email or telemarketing is built up. The direct outcome of creating leads is that new contacts are now available for sales and online marketing. On the other hand, demand generation is the practice of creating demand for an organization’s products or services through marketing. The direct outcome is that the audience is more likely to purchase the product or service. To clearly state, demand generation focuses on changing the audiences perspective about a product/service through marketing, while lead generation focuses on capturing their information, so that they can be marketed directly to.

1. Content marketing for lead generation:

• The focus of lead generation is creating demand for the content, not the product

• The message, promotions, navigation paths, all focus on the content being offered and individuals into a registration page to access the content.

2. Content marketing for demand generation:

• The focus is creating demand for specific products or services

• The content must be broadly distributed.

• Any barriers that stand in the way of discovering content, consuming content, and sharing content, must be removed.

Lead generation and demand generation must work together in a sequence, and either one can come first. In the case that lead generation is first, lead generation programs are used to create a database by collecting emails and other information. Then, one-to-one marketing drives the demand from a smaller audience with targeting sharing. In the case that demand generation comes first in the sequence, the demand generation programs are used to create interest and buzz about the product. Then, leads are captured as a means to fulfill one specific interest that was created by the demand generation programs.


Webmarketing123. (2012). Webmarketing 123Reports on the 2012 state of digital marketing. Retrieved on April 9th, 2013, from (n.d). Marketing Benefits of Using Lead Generation. Retrieved on April 9th, 2013, from

Marketo.(n.d). Demand Generation. Retrieved on April 9th, 2013, from

Content Marketing Institute. (2012). What is Content Marketing? Retrieved on April 9th, 2013, from

MRKT 4160 Business Development E-Portfolio

MRKT 4160 Business Development is a fourth year marketing class that has given me insight in how B2B operates in this competitive industries and how to conduct a Key Account Plan. At the same time, I have developed consultative selling skills through the study of the key account management, group negotiation and the preparation of proposals and quotations, as well as creating the strategic alliances with the two companies and maintaining long-term business relationships.

The major project in this course is called Individual Sales Project that has nurtured my abilities to work independently. I have created the Key Account Plan for Classy& Neo Lighting Group Inc. The purpose of this report is to provide a comprehensive analysis and action plan for Neo-lighting Company to pursue Costco Wholesale Corporation as their key account. This project provides me an opportunity to role as a strategic account manager for the company to develop the negotiation process, action plan with specific timeline and control process. The success of the key account management is to establish and maintain a long-term B2B relationship.

I have developed the following valuable skills during working on these different projects and assignments:

  • Business Ethics: I strongly believe that I have not only successfully obtained the Research Ethics Board Certification, but also I have maintained a high level of work ethic in individual assignments and group projects.
  • Intercultural Skills: In the Global Culture and Business Etiquette project, it has enabled me ability in how to adapt different culture values and how to utilize different approaches to negotiate in the international business.
  • Teamwork and Leadership Skills: The course has three major projects which involve tons of team work. I got along well with my other team members and kept myself accountable in order to create the high quality projects and deliver them on time.
  • Communication Skills: the communication skills derived from the ability to analyze different communication styles and how to adapt and approach people based on their communication styles.
  • Time Management Skills: This course requires me to have an effective timeline to manage different tasks. I have acquired the skills of planning, implementing and managing my own time.

After completing various projects, I strongly believe that these practical marketing skills, which I have acquired in this course, would assist me to overcome any obstacles in regards of business development for my future career.

What is Printchomp

What is Printchomp?

Printchomp is established in May 2012 by Joseph Puopolo and Decaln Whelan. Printchomp is a real-time marketplace for print goods. They make the process of searching, ordering and tracking business’s print job easier. It has teamed up with leading global graphic design marketplace. There are various products, such as 3D printing, Blueprints, brochures, business cards, and etc. This is a tool make printing easier and smarter. Printchomp has a directory of over 50,000 printers at 500 locations in its extensive network.

Printchomp can do a price comparision and help you to find the best print for you at the most efficient way.

But how it works for your business? This video is derived from their official website that will explain it process.

Why Blogging is important to marketing student?

Are blogs out of date? Do people indeed read the blog posts? Why students need to write their own blogs? In this blog post, I will explain the reasons, statistics and benefits that why blogging is still important to you.

The following facts will illustrate the data of blogs (Khan, 2012).

  • Based on the report of the state of the blogosphere in 2010, 42% of bloggers promote brands through their blogs
  • According to a report by Universal McCann, 775 of active internet users have habit of reading blogs
  • Today there are about 156.3 million blogs
  • More than 25% of bloggers are starting to use mobile blogging.
  • There are 68,312 new blogs are formed every day, according to BlogPluse.


What are the benefits for students?

Engaging readers: Blogging roles as a personal bridge to engage you and your audience. It could be a platform to communicate with different audience or even your potential managers.


Improved level of confidence: English is my second language, I am quite unconfident in English writing. Since I start writing this blog, there are many unknown bloggers and people click “like” on my blogs. It is time for other people proving my writing. Additionally, blog tends to be a personal platform that doesn’t really focus on grammar and academic writing. Please trust me, if those one who have the similar experience as me, blogging is an excellent tool to build your confidence.

Prove skills: Blogs can become one of your competitive advantages when you have interview with a new company. Blog is the best evidence to prove your writing skills and communication skills, rather than just talking about the skills you acquired in the two page resume. It could let the interviewers to deeply know about you and what you can do for the company.

Personalize Branding: as a marketing student, you should not only master how to market yourself, but also learn how to brand yourself in different social media platform. Blogs can be one of your powers in how you connect and advertise yourself. It can also used to show why you are different than others.


Khan. (2012). Incorporating Blogging into Education. Retrieved on April 9, 2013, from

Social Media and Cosmetics Industry

Cosmetics industry is best defined as a preparation for external application on the human body and as a modification of the physical look and conservation for beauty usage (Chile, February 2012). Cosmetics industry has been controlled by a handful of multinational corporations in early 20th century. The dominated world largest cosmetics companies are The L’Oreal Group, The Procter& Gamble Company, Shiseido Company, and Estee Lauder companies.
According to the article written by Perry, the Cosmetics industry is composed of five product segments with market share in the following
§   Skin care 27%: Skin care makes up about 27% of the cosmetic industry, including facial cleansers, skin moisturizers, essence, eye cream, whiting products, body lotion, anti acne products and anti-aging products.
§   Make-up 20%: This segment has vast sub-segment lines. It prefer to coloring products intended to enhance people’s appearance. The categories are the following: primer, foundation, eye shadow, eye liner, eye pencil, mascara and powder.
§   Hair care 20%: The majority products in this segment are shampoo, conditioners, styling products, hair color and relaxer.
§   Fragrance 10%: It is the highest profit segment of the cosmetic industry, which occupies 10% of the market share.
§   Others 30%: This segment is made up of products like toothpaste, deodorants, sunscreens and other personal care products.

The Role of Social Media in Cosmetic Industry

Social media has revolutionized the way that cosmetic companies connect and communicate with customers worldwide. According to Sean Singleton, group managing director of Skive Group, discussed about social media impacts on cosmetic show in Milan last year. He presented some statistics about how powerful social media has changed the cosmetic industry. For example, 200 million blogs and 95,000 beauty blog has been posted and discussed among the age of 35 to 49 years old women. So, Let us find out how the power of the social media can influence on Cosmetic Industry.

High Customer Involvement and Engagement

Compared to the traditional media, social media is a two-way line communication between target audience and the cosmetic companies. Social media provides high customer engagement and enhance the communication with their customers. The cosmetic companies are able to generate customer feedbacks via different online presences. Additionally, cosmetic companies are able to use social media to better target and approach their own customers and listen to different voices from them.

High Brand Loyalty

Social Media has been successfully used by beauty and cosmetic industries as a way to maintain and build brands. Several social media platforms such as Tumbler, Pinterest and Instagram have been utilized popularly by cosmetic companies to present new products and gain brand loyalty from customers. In addition, social media offers phenomenal cost-effective opportunities for the cosmetic industry to build their brands.”At least half of Twitter and Facebook users said they had become more likely to talk about, recommend or purchase a company’s products after they began following the company on social media,” according to eMarketer (The Atlantic, 2011)

Generate Sales

Social media is transforming the way that cosmetic companies generate the sales. Cosmetic companies use the power of world-of-mouth on social media to double their sales. According to the Kingaby research, 79% of customers, who have online shopping experience of cosmetics and beauty products, make their decisions and purchase the products before researching and reviewing the comments from the company’s Facebook and Twitter (Marks, 2012).

Suggested Social Media Platforms on Cosmetic Industry

Facebook-Estee Lauder-Your Face, You Style, Your Profile

As a prestigious and global skin care and cosmetic company, Estee Lauder captured an opportunity on Facebook to create an event called “Your Face. Your Style. Your Profile”. It was an even hold in June 5th 2010 that invited consumers who were 35 to 55 years old to have their make-up done and a professional photo taken for them. After this evens started on the Facebook, Beth Zurn, senior vice-president of global education and special events, said “there were approximately 6200 customers in North America participated in this event.” (Cosmetic, 2012)
The purpose of this Facebook event for Esteer Lauder is to connect with customers and provide the right and the best profile photo for them with professional advices. As a result, Estee Lauder has received extensive coverage in blogs as well as attracting more young women to buy the products (Lee, 2011).

YouTube-Lancome-Famous Makeup Artist Michelle Phan

It is evident that the significance of YouTube has dramatically increased in the cosmetic industry year over year in video views. The best example to illustrate is the official video makeup artist Michelle Phan who is authorized from Lancome. Michelle Phan is top one most popular makeup artist on YouTube and she has more than 3.2 million subscribers on her channel. In February 2010, Lancome discovered the power of the Michelle Phan on YouTube and authorized her as the brand’s first ever video makeup artists. Michelle Phan has created many special makeup videos tutorials by using Lancome cosmetics and having Lancome products giveaway to customers.
In January 2012, Lancome launched the limited edition cosmetic products line called Michelle’s Glamour Eyes Kits exclusively available online and Sephore, a French cosmetics retail store. Lancome has successfully used the influence of YouTuber to advertise their products and build the trust with customers.
 Twitter-Bobbi Brown
When I consider which company benefits the most from twitter in the cosmetic industry is Bobbi Brown, a makeup line led by Estee Lauder. In the past two years, Bobbie Brown has implemented a comprehensive social media strategy, resulting in a 177% growth in Facebook fans and a 243% increase of Twitter followers, as well as launching of the brand’s Pinterest page (Cosmetic World, 2012). Instead of promoting products on twitter, Bobbi Brown uses twitter to provide beauty tips and advices to customers. The success of the Bobbi Brown is that they know what customers’ needs on social platforms and how to engage with them on twitter.

Pinterest-Sephora-Sephora Color Wash

Pinterest is a pinboard style photo sharing website that allows users to share and collect photos of their favorite events, interest and hobbies. Pinterest has become the third largest social media platforms; its main target audience is women (Mashable, 2013). Sephora, a popular French chain of cosmetic retail store, mainly sell beauty products. On their Pinterest website, they provide fashion tips, images from Instagram, products demonstration, and discuss about beauty trends with customers.
In April 2012, Sephora created a new competition on Pinterest called “Sephora Color wash”. It was an event that encouraged users to create new board titled “Sephora Color Wash” in hair and beauty category and pin the competition page on their board pinning five images featuring their favorite color (Simple Zesty, 2012). It would offer users a chance to win $250 Sephora gift card. In this successful Pinterest campaign, Sephora got an extremely high exposure for their brand among consumers.


Perry. (May, 2010). A Cosmetic Industry Overview for Cosmetic Chemists.
Simple Zesty. (April, 2012). 5 Brand Campaigns That Use Pinterest To Its Fullest. Retrieved on March 3rd, 2013 from
In Cosmetics. (2012). Social Media Trends in the beauty markets. Retrieved on March 3rd, 2013, from
The Atlantic. (July 2011). Infographic: Using Social Media to Build Brand Loyalty. Retrieved on March 3rd, 2013, from
Marks. (November 2012). How has social media influenced the beauty industry?. Retrieved on March 3rd, 2013, from
Cosmetic (2012). CEW discusses social media strategies. Retrieved on March 3rd, 2013, from

What? You are not using Mobile Marketing for your Business?

Since 2009, smartphone usage has been growing exponentially, so customers and businesses have had to adapt to become more mobile savvy. Smart phones provide an advanced platform and allow customers to access information at their own convenience. According to IAB Canada, approximately 85% of Canadians have cell phone plans, and 45% of which have smart phones. 50% of Canadians between the ages of 18 and 44 with cell phone plans are also monthly internet users.

Mobile marketing has become a top trend for a company’s B2B strategy. It provides a great opportunity for generating sales and keeping a high level of customer engagement. Using mobile marketing is five times more likely to convert a lead into a customer than online marketing. According to Forrester Research, business to business mobile marketing budgets will quadruple over the next five years, increasing from $26 million in 2009 to $106 million in 2014. Additionally, mobile search advertising will reach $1.28 billion the next few years.

Mobile marketing offers companies an opportunity to establish a high channel of communication with leads and potential clients. There are many different way of using mobile marketing to generate leads:

1. QR codes: Quick Response (QR) Codes are a sophisticated bar code designed to hold information. QR codes provide quick, timely, and brief information for consumers, and they were the most used technology in 2011. The QR codes can deliver information on the product, in store coupons or promotions, advertisements and so on. Having QR codes on direct mail, business trade, tradeshow booths, social media, and business magazines advertisement can provide clients a new contacting experience and increase interest.

2. Social Check-In: a location-based check -in which allow clients to comment and rate the products and services. Checking-in can help companies identify potential new relationships, and they can monitor who checks in to their business, and competition and business events. For example, GeoSoMo mobile services is increasing uptake for lead generation – they started to gain public interest in 2012 (age group 18 to 34 years old) with their GeoSocial service, which allows customers to share their location in their own social network. Monitoring check-ins can help with early adoption advantages.

3. SMS: Short Message Service is used to by companies to text message their customers. Companies can deliver their current promotions or coupons, new products or service, newsletters, and current news to mobile phones of the target audience via SMS. According to the infographic written by Dave Bui, texting is the most cost effective mode of communication for companies in their business to business strategy. There are 4.2 billion texters worldwide and nearly 200,000 text messages sent per second in 2012, which is a 338% increase from 2007. SMS has a response rate that is eight times higher than that of email.




MMA Updates Definition of Mobile Marketing. (2012). Retrieved April 3, 2013, from Mobile Marketing Association website:

Global Mobile Statistic 2012 Part B: Mobile Web, Mobile broadband penetration, 3G/4G subscrbies and networks. (June, 2012).Retrieved April 3, 2013, from

Mobile Market. (March, 2010). B2B mobile marketing spend will reach $106M in 2014: Forrester. Retrieved April 3, 2013, from

Dave Bui. (June, 2012). How B2B Marketers are Using Social Media to Get New Business [Infographic]. Retrieved April 3, 2013, from