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Marketing Analytics

Catagory Analysis

Bring youself up to speed by starting with a market or industry report.  These secondary research tools define catagories (sometimes not precisely as you would wish), estimate market size and growth potential, describe the competitive forces impacting the industry and identify key players. 

Don't forget to take advantage of the links to trade news and associations to learn about the most recent developments.

Ask me about additional specialized resources.

  IBIS World


  Mintel Reports

  Euromonitor (Passport)

Use the Onesource module

Update Catagory Analysis

Once you have a relevant industry report, you will need to get current information by searching trade & business news and by scoping out the trade assocaitons.  Market research reports often name important trade associations.  If you don't know the names of relevant trade associations, search the Encyclopedia of Associatons:  National

  ABI/INFORM Complete (ProQuest)

  Financial Times

  Business Source Premier (EBSCO)

  Lexis Nexis Academic

Competitor Analysis

The first step in the competitor analysis is to choose relevant competitors.  The industry reports and news you've accessed in the catagory analysis should provide insight into firms competing in your defined market.  You can also use company screeners but they tend to focus only on publically traded companies and may not offer the granularity you need about products and services as they typically focus on financial firm attributes.

Once you have identified potential competitors reading company profiles and reports will be helpful.  Don't neglect looking over 10K's or annual reports for public companies. 

Just as you updated industry reports with news, do so for the competitor analysis.

  MarketLine Company Profiles

Use the Onesource Module and company search to find SWOT analysis

  Mergent Online
Good for public companies only with financial emphasis

  Morningstar Investment Research Center
Only for public companies.  Analysts reports provide rich insight

Brand Analysis

Much of the qualitative assessment of the brand will come from searching the trade news sources.

You may also want to look at how the brands stack  up against each other in terms of advertising spending, consumer surveys and web metrics. 

Market research reports usually provide data on brand share.

Social Bakers Get analytics on facebook, YouTube & Twitter presence by brand

Alexa Get web analytics

Quantcast Get web analytics

SimilarWeb Get web analytics

Ad$Summary Find out how much brands spend by media

MarketShare Reporter  Short cut to market share reported in various publications

Business Ranking Annual Short cut to business rankings reported in various publications

Customer Analysis

Once you have defined your target market the following tools may be used to gather demographic, geographic and behavioral information about it. Mintel usually provides good insights into the nature of consumers.

Social research organizations (for example PewResearch.com) and other marketers often publish facts and observations about target markets.  Before you use these sources, check out their reputation, quality and credibility.  For help with this task or suggestions on reliable sources contact linda.hauck@villanova.edu

Market research reports usually discuss the target demographic and often have reports on marketing to particular demographics or lifestyle groups.

  MRI+ University Internet Reporter

Browse census, spending pattern data in the EASI market planner module

  Business Source Premier (EBSCO)
Search for articles on consumer behavior or attitudes attributable to your target market

  American FactFinder
Find out what the Census knows about your target market

  ESRI Community Tapestry

Insight & Strategy

Insights will mostly come from your creative thinking about the problem.  These resources may be helpful for getting the creative juices flowing.

Case studies, news and data on global marketing and advertising.

Encyclopedia of Major Marketing Strategies

lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Room 222

Citing Business Sources Using APA

MRI+ Guide


Last Modified: Friday, June 24th, 2016