HelpInsert Title Strategic Marketing Plan MKT/574 v1 Page 3 of 3 Part B: Marketing Data Analysis ...

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HelpInsert Title Strategic Marketing Plan MKT/574 v1 Page 3 of 3 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. 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 Copyright 2020 by University of Phoenix. All rights reserved.

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Insert Title
5
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.
	Financial data
	The overall investment done by the company in specific departments.
	Average investment done by the companies in specific departments, or the new product development and product launch.
	Can be used for the expenditure analysis and to measure the overall expense of the company on certain activities.
	Inventory data
	The inventory data channelizes the products that are stocked by the company.
	The average products stocked by the company from each genre. It will replicate the overall stock of products of the company.
	Can be used to check up the inventory management and measure the effectiveness of operations.
	Staff Records
	The staff records channelizes the total number of active staffs working for the organization.
	The total number of employees working in different departments. The data can be segmented on the verge of geographical regions and department.
	Can be used for the analyzing the workforce strength and would be useful in seeking the recruitment process
	Manufacturing Data
	The manufacturing data of coca cola represents the total unit of product manufactured by the company in a certain time period.
	Average unit manufactured by the company in different region seeking the demands of the consumers.
	Can be used to analyze and determine the demands and usage of the products of the company worldwide.
	
	
	
	
	
	
	
	
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
	Market research 
	Measuring the potential performing products and the most in demand products.
	Overall consumption ratio of the products is the main set of data.
	Data comparison analysis.

Insert Title Strategic Marketing Plan MKT/574 v1 Page 3 of 3 Part B: Marketing Data Analysis (Due in Wk 4) Internal Data Evaluate internal sources of information available to you inside the...

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