Part C – Strategic Marketing Plan
cmcd112281
PartB.docxPart B: Marketing Data Analysis
Part B: Marketing Data Analysis
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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Sales data |
Monthly Revenue |
Monthly Purchases by customers |
Identifies the sales volume for tracking purposes |
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Financial |
Monthly expenditures on products and services |
The variance of the costs of the goods and services |
To promote efficiency in the company resources |
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Human resources |
The number of employees recruited and trained |
The costs of training and recruiting |
Helps identify personnel areas of improvement |
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Marketing |
Monthly promotion, brand awareness, and target marketing and advertising |
Identify customer reach across each channel |
It helps the company identify most powerful channels |
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*(Add a brief summary about what the information in the table means)
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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Statistical data obtained from the census
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Location, age, gender
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Customer age, gender, location
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Helps to market products according to the needs of target customers
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Sales data analysis
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Products pricing
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Provides the cost of the products sold in a given month
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Helps in understanding customer's behavior and preferences and improves decision making.
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Product sales of competitors
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Similar products sold by competitors
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Product type, sales volume,
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Identifies competitor's product sales to track trends
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*(Add a brief summary about what the information in the table means)
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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Surveys |
Information on a given population in terms of who they are, what they do, what they like
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Answers to relevant questions about the company and products.
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Forecast the given population future behavior
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In depth interviews
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Personal information
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Detailed insights about each customer their habits and goals
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Identifies ways to tailor offerings to fit customer-specific needs
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Social media monitoring
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Customer reach,
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Product reviews, personal testimonies
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Identifies the needs of customers and boosting their satisfaction.
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*(Add a brief summary about what the information in the table means)
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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Chatbots
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Customer interaction through automated responses
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Potential customer information
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Helps in acquiring the new leads
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Acquire new customers and purchase new products from the current customers
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Name, location, and purchases of new and current customers
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Helps in improving relationship with current customers and obtaining new customers
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Blogs and forums
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Collects specific data on existing and potential clients
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Customers, the email address, and location
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Information obtained will prove helpful in identifying customer needs
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*(Add a brief summary about what the information in the table means)
