Question Description
Complete Part B of the Strategic Marketing Plan: Part A of the assignment is attached and you must expound upon that
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. |
