Wk 4 – Part B: Marketing Data Analysis
Internal Data
Evaluate internal data sources for information that would be available to you if you were employed by the business and what information you will receive from each source.
Identify 3 to 6 sources of internal data and list them in the Source column of the Internal Data Table. For each source, input what it measures, data, and potential data usage in the respective columns. Insert or remove rows, as needed. Row 1 contains a completed example for reference.
Internal Data Table
| Source | What it Measures | Data Type | Potential Data Usage |
| Example: Sales data | Example: Monthly sales by specific product | Example: Average sales that month in US dollars for each of 10 products; data can be segmented by business and consumer markets | Example: Can be used for trend analysis, projections, and to measure effectiveness of promotions |
Primary Data
Evaluate primary data needs to create and evaluate the marketing plan.
Identify 3 to 6 sources of primary data and list them in the Source column of the Primary Data Table. For each source, input what it measures, data, and potential data usage in the respective columns. Insert or remove rows, as needed. Row 1 contains a completed example for reference.
Primary Data Table
| Source | What it Measures | Data Type | Potential Data Usage |
| Example: Focus group | Example: Product usage, motives, identify group level satisfaction, decision process, etc. | Example: Qualitative | Example: Identify different reactions of market segments to product. Identify marketing opportunities, product/service flaws and opportunities. |
Secondary Data
Evaluate secondary data sources and the specific information you need from each source.
Identify 3 to 6 sources of secondary data and list them in the Source column of the Secondary Data Table. For each source, input what it measures, data, and potential data usage in the respective columns. Insert or remove rows, as needed. Row 1 contains a completed example for reference.
Secondary Data Table
| Source | What it Measures | Data Type | Potential Data Usage |
| Example: U.S. Census Bureau | Example: Income over the last 4 years by family structure | Example: Household structures with the highest income capacity | Examples: Market share analysis and customer segments |
Customer Relationship Management (CRM)
Establish customer touchpoints and develop appropriate CRM events for customer acquisition, retention, and profitability.
Identify 3 to 6 sources of CRM data and list them in the CRM Touchpoint column of the CRM Touchpoint Table. For each CRM touchpoint, input purpose and CRM objective, data, and potential data usage in the respective columns. Insert or remove rows, as needed. Row 1 contains a completed example for reference.
CRM Touchpoint Table
| CRM Touchpoint | Purpose and CRM Objective | Data Type | Potential Data Usage |
| Example: Customer profile information on website | Example: Starts the account for visitors: name, geography, email address (customer acquisition) | Examples: Presale: geographic location, customer id, source of reference, email address Post-sale: address, product purchased, quantity, price. | Examples: 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 |