Part B: Marketing Data Analysis (Walmart)

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.

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.

Source	What it Measures	Data	Potential Usage
Example: U.S. Census Bureau	Income over the last 4 years by family structure	Household structures with the highest income capacity	Market Share Analysis Customer Segments

Primary Data

Evaluateprimary data needs to create and evaluate the marketing plan.

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.

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.