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.