๐ง This lesson is available for listening.
๐ Part 2: Advanced Marketing Analytics Tools
In this part, weโll revisit several powerful and well-known frameworks. You likely know them already โ but theyโre here because they occupy a critical place in strategic marketing. Letโs dive in! ๐
๐ PESTEL Analysis
PESTEL helps identify opportunities and threats across your external environment. It breaks down into six factors:
- Political ๐๏ธ โ laws, regulations, elections, trade policies, global events.
- Economic ๐ฐ โ taxes, interest rates, inflation, exchange rates, labor markets, demand.
- Social ๐ฅ โ lifestyle trends, values, media influence, cultural shifts, demographics.
- Technological ๐ก โ innovations, patents, new products, production methods.
- Environmental ๐ฑ โ sustainability, climate impact, eco-regulations, community impact.
- Legal โ๏ธ โ proposed or incoming rules and their implications.
โ๏ธ Porterโs Five Forces
This framework evaluates overall market attractiveness and competitive intensity โ useful for marketing and corporate strategy alike.
- Suppliers ๐ค โ number, quality, switching costs, leverage on price & terms.
- Buyers ๐ โ price sensitivity, product uniqueness, switching costs.
- New Entrants ๐ช โ barriers (licenses, capital, tech), access to customers.
- Substitutes ๐ โ availability, advantages/disadvantages, cost to switch.
- Rivalry ๐ โ number of competitors, strategies, promo spend, moats.
๐บ๏ธ Customer Journey Map (CJM)
A visual tool to understand the end-to-end customer experience โ from first awareness to enthusiastic advocacy.
- Define your customer segment.
- Outline steps from awareness to recommendation โ include thoughts and emotions at each stage.
- Visualize the journey in a clear, scannable format.
๐ฏ Positioning Map
Visualize where your brand sits versus competitors on two axes (e.g., price vs. quality).
- Define the goal (audit current position, find a niche, validate a concept).
- Collect perception data (surveys, reviews, reports).
- Plot brands on a 2D map to reveal clusters and whitespace.
๐ผ BCG Matrix
Analyze your portfolio by market growth and market share to prioritize investment.
- ๐ถ Dogs โ low growth, low share โ consider exit.
- โ Question Marks โ high growth, low share โ invest selectively to win.
- โญ Stars โ high growth, high share โ sustain leadership.
- ๐ Cash Cows โ low growth, high share โ maximize profitability.
๐งฉ Market Segmentation Map
Segment markets by:
- ๐ Geography
- ๐ฅ Demographics
- ๐ญ Psychographics
- ๐ Behavior
- ๐ฏ Desired benefits
Effective segments are homogeneous, differentiable, measurable, substantial, accessible, actionable, and responsive.
โ๏ธ Assignment 5-1
DO THIS TO WINChoose at least three of the tools above and apply them to your company. Best practice: use all of them for a decisive competitive edge and to level up your professional skill set. ๐ช
- Map your PESTEL with 3โ5 bullet insights per factor.
- Build a Five Forces snapshot with a 1โ5 intensity score per force.
- Create a Customer Journey Map with emotions and friction points.
- Plot a Positioning Map for you and 5โ8 competitors.
- Classify products in the BCG Matrix and recommend investments.
- Define 3โ6 segments with ICP notes and channels to reach them.
๐ References
- Kotler & Keller โ Marketing Management
- The Ultimate List of Marketing Strategy Planning Tools | 14 Editable Templates
- How to Create an Effective Customer Journey Map [Examples + Template]
- A Step-by-step Guide to Segmenting a Market
- Criteria for Effective Market Segmentation