Assignment Directions:
Download the Strategic Marketing Plan worksheet and complete Part B.
Part B: Marketing Data Analysis
(Due in Competency 2 Assessment)
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.
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Source |
What it Measures |
Data |
Potential Usage |
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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. |
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Secondary Data
Evaluate secondary data sources and the specific information you need from each source. Insert or remove rows as needed.
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Source |
What it Measures |
Data |
Potential Usage |
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Example: retail store analytics |
Dollar value of sales by quarter by major product categories |
Total sales of major players |
Market Share Analysis Seasonal patterns |
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Primary Data
Evaluate primary data needs to create and evaluate the marketing plan. Insert or remove rows as needed.
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Source |
What it Measures |
Data
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Potential Usage |
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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 |
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Customer Relationship Management
Establish customer touchpoints and develop appropriate CRM events for customer acquisition, retention,and profitability. Insert or remove rows as needed.
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CRM Touchpoint |
Purpose & CRM Objective |
Data |
Potential Data Usage |
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Example: Customer profile information on website |
Starts the account for visitors: name, geography, email address (Customer acquisition)
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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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