Samsung electronics being a global company, was selling 14 product categories n 200 countries by 1999. They had 476 different country-category combinations. They launched a Marketing and Sales platform called M-Net to standardize their marketing strategy. Before 2001, they had been using 55 advertising agencies and 20 different slogans. This initiative of using marketing analytics helped the global marketing manager understand the details of those 476 different combinations. By assembling the global information on one platform and analyzing it, the resource allocations were made for marketing the products in different countries. Thus, Samsung electronics identified their mismatches between the marketing investments and maximum returns of those investments. Analytics was used by Samsung to assess their marketing investment returns.
In 2012, Samsung used a platform for gaining more knowledge about their users. The platform was the Janrain’s User Management Platform (JUMP). With the increase in the use of internet and social media, Samsung took this step to understand their customers well and build relationship directly with them. They cleverly used the social media logins to enable them easier access to the platform. Meanwhile, social media logins help Samsung to understand the customer’s interests, behavior and also the buying patterns. This would enable them to micro-market to the customer or find potential customers through the social media.
Going ahead, Samsung should use analytics to get feedback about their products, services and use it to increase their market share that they have been losing to Apple Inc. in a few segments of the market. They should use web analytics to create a brand value image and streamline their products with their markets.