Market Intelligence from internal data
While much marketing intelligence is associated with collecting information externally, a great deal of insight can come from making better use of existing information such as customer databases, web-analytics and test-marketing – an area that is increasing being known as ‘Big Data’ analysis. For instance by carrying out database analysis on orders taken it may be possible to understand where you have cross-sale and up-sale opportunities, or to understand what type of customers are your most profitable. Common database analysis include tracking recency, frequency and value of purchases. Looking for pareto segments. Augmenting database lists with external data to identify purchasing patterns.