Internal Secondary

Data and Analytics

Arifa Afnan/1801102010038
 introduction
Internal secondary data is Data held
within an organization for some
purpose other than a research
problem at hand. These data are
generally seen as being drawn from
operational data.
 Example of
analysis
• What products do customers buy?
• Which customers buy the most
products?
• Which customers repeat purchases?
• Which customers are more active
when there are special offers?
•
•
Where are these customers located?
Which customers are the most loyal?
• Which customers are the most
profitable?
• Seasonal patterns of purchasing
behavior by product types and
customer types.
 Benefits loyalty card to the researcher:

1. Profiles of customers can be built up.

Loyalty 2.
3.
One big laboratory
Refining the marketing process.
card 4. Developing a clear understanding of
‘gaps’ in the knowledge of consumers
5. Linking behavioral and attitudinal data.
 Geodemographic Data
Analyses
● Geodemographic Information System is a business tool that matches
geographic information with demographic information, allowing analyses to
be presented on thematic maps.

● The earliest forms of Geodemographic Information System were developed

in the early 1980s and were immediately a great success

● From a marketing decision-making perspective, geography can be pivotal in

strategic thinking. Knowing where one’s consumers are located affects the
means and costs of distribution.
Big Data
● One of the more confusing aspects of big data is that it is
not solely, or even mainly, about the ‘bigness’ or volume of
data. Data volume is one of four dimensions of big data that
have been identified by IBM.

Volume Velocity Variety Veracity

Problem with Skills in analyzing
big data data

Data quality

Organizations and
culture
 Web Analytics

The process of measuring and understanding the interaction with, and impact of,
a website can be broadly termed as web analytics.

 Collection of data
 Processing of data into information
 Developing key performance indicators
 Formulating online strategy
 Experiments and testing's
Linking Different Types of Data
Approaches to Gaining
Consumer Insight
THANK
YOU
Do you have any
questions?