Part B: Marketing Data Analysis
(Due in Wk 4)
Internal Data
Evaluate internal sources of information available to you inside the organization and what information you will receive from each source. Identify 3-6 sources of internal data. Insert or remove rows as needed.
Source What it Measures Data Potential Usage
Example: Sales data Monthly sales by specific product Average sales that month in US dollars for each of 10 products. Data can be segmented by business and consumer markets. Can be used for trend analysis, projections, and to measure effectiveness of promotions.
Secondary Data
Evaluate secondary data sources and the specific information you need from each source. Insert or remove rows as needed.
Source What it Measures Data Potential Usage
Example: retail store analytics Dollar value of sales by quarter by major product categories Total sales of major players Market Share Analysis
Seasonal patterns
Primary Data
Evaluate primary data needs to create and evaluate the marketing plan. Insert or remove rows as needed.
Source What it Measures Data
Potential Usage
Example: Focus group Product usage, motives, identify group level satisfaction, decision process, etc. Qualitative Identify different reactions of market segments to product. Identify marketing opportunities, product/service flaws and opportunities
Customer Relationship Management
Establish customer touchpoints and develop appropriate CRM events for customer acquisition, retention, and profitability. Insert or remove rows as needed.
CRM Touchpoint Purpose & CRM Objective Data Potential Data Usage
Example: Customer profile information on website Starts the account for visitors: name, geography, email address (Customer acquisition)
Presale: geographic location; customer id, source of reference
Email address
Post sales: address, product purchased, quantity, price. Track new and returning customer counts, total period purchases by customer ID, geographic sales data. Can be used for loyalty rewards, retention, and targeted marketing.
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