MKT/674 vi Part B: Marketing Data Analysis of SAMSUNG (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 intemal data. Insert or remove rows as needed. Source What it Measures Data Potential Usage Example: Sales data Monthly sales by Average sales that Can be used for specific product month in US dollars for trend analysis, each of 10 products. projections, and to Data can be segmented measure by business and effectiveness of consumer markets. 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 Potential Usage Example: retail store Dollar value of sales by Total sales of major Market Share analytics quarter by major players Analysis product categories Seasonal patternsPrimary 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, Qualitative Identity different motives, identify group reactions of market level satisfaction, segments to decision process, etc. product. Identify marketing opportunities, product service flaws and opportunities Customer Relationship Management Eatabilah customer touchpoints and develop appropriate CRM events for customer acquisition, retention, and profitability. Insert or remove rows as needed. CRM Touchpoint Purpose & CRM Data Potential Data Objective Usage Example: Customer Starts the account for Presale: geographic Track new and profile information on visitors: name, location; customer id, returning customer website geography, email source of reference counts, total period address (Customer purchases by acquisition} Email address customer ID, geographic sales Post sales: address, data. Can be used product purchased, for loyalty rewards, quantity, price. retention, and targeted marketing