Part B Marketing Data Analysis Company COCA COLA 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

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Part B: Marketing Data Analysis Company: COCA-COLA Internal Data Evaluate internal sources of information available to you inside the organization and what information you will

Part B: Marketing Data Analysis

Company: COCA-COLA

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.