Evaluate internal sources of information available to you inside the organization and what information you will...
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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. Evaluate secondary data sources and the specific information you need from each source. Insert or remove rows as needed. Source Example: U.S. Census Bureau What it Measures Income over the last 4 years by family structure Data Household structures with the highest income capacity Potential Usage Market Share Analysis Customer Segments Evaluate primary data needs to create and evaluate the marketing plan. Insert or remove rows as needed. Source What it Measures Example: Focus group Product usage, motives, identify group level satisfaction, decision process, etc. Data Qualitative Potential Usage Identify different reactions of market segments to product. Identify marketing opportunities, product/service flaws and opportunities Establish customer touchpoints and develop appropriate CRM events for customer acquisition, retention, and profitability. Insert or remove rows as needed. CRM Touchpoint Example: Customer profile information on website Purpose & CRM Objective Starts the account for visitors: name, geography, email address (Customer acquisition) Data Presale: geographic location; customer id, source of reference Email address Post sales: address, product purchased, quantity, price. Potential Data Usage 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. 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. Evaluate secondary data sources and the specific information you need from each source. Insert or remove rows as needed. Source Example: U.S. Census Bureau What it Measures Income over the last 4 years by family structure Data Household structures with the highest income capacity Potential Usage Market Share Analysis Customer Segments Evaluate primary data needs to create and evaluate the marketing plan. Insert or remove rows as needed. Source What it Measures Example: Focus group Product usage, motives, identify group level satisfaction, decision process, etc. Data Qualitative Potential Usage Identify different reactions of market segments to product. Identify marketing opportunities, product/service flaws and opportunities Establish customer touchpoints and develop appropriate CRM events for customer acquisition, retention, and profitability. Insert or remove rows as needed. CRM Touchpoint Example: Customer profile information on website Purpose & CRM Objective Starts the account for visitors: name, geography, email address (Customer acquisition) Data Presale: geographic location; customer id, source of reference Email address Post sales: address, product purchased, quantity, price. Potential Data Usage 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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Answer rating: 100% (QA)
Internal data is the data which is available within the organization and is recorded on a regular basis In order to help in marketing analysis we need data on customer spread sales spread total sales ... View the full answer
Related Book For
Income Tax Fundamentals 2013
ISBN: 9781285586618
31st Edition
Authors: Gerald E. Whittenburg, Martha Altus Buller, Steven L Gill
Posted Date:
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