25 Sep Strategic Marketing Plan
Strategic Marketing Plan
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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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. |
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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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Example: U.S. Census |
Living Population within the United States. |
Quantitative |
Community funding, congressional representation. |
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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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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 |
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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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Example: Customer profile information on website |
Starts the account for visitors: name, geography, email address (Customer acquisition)
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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. |
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