Marketing Analysis

Home / Glossary index / Marketing Analysis

What is Marketing Analysis ?

Marketing analysis is the process of assessing a company’s marketing strategy and performance to determine whether it is achieving its objectives . The analysis can be used to identify strengths and weaknesses, and to recommend changes to improve the effectiveness of the marketing strategy .

Marketing analysis generally includes an assessment of market research, customer surveys, competitive intelligence, and other data sources . It may also include interviews with marketing personnel and customers . The goal of marketing analysis is to provide insights that will help marketers make better decisions about how to allocate their resources .

There are many different methodologies that can be used for marketing analysis . The choice of methodology depends on the resources available, the type of data being analyzed, and the specific objectives of the analysis . Some common methodologies include SWOT (strengths, weaknesses, opportunities, and threats) analysis, PEST (political, economic, social, and technological) analysis, product life cycle analysis, and customer lifetime value analysis .

The results of marketing analysis can be used to inform a wide range of decisions about marketing strategy and execution . For example, the findings may be used to develop new marketing campaigns, choose target markets or segments, price products or services more effectively, or allocate resources more efficiently . Marketing analysts typically report their findings to senior management or the board of directors .

What Are The Benefits of Marketing Analysis ?

Marketing analysis is a process used to identify opportunities and risks associated with marketing campaigns . By analyzing data, marketers can make informed decisions about which strategies are working and which need to be improved .

There are many benefits of marketing analysis, including :

  • Improved decision making :

By analyzing data, marketers can determine which strategies are working and which need to be improved . This allows for more informed decision making that can improve the overall effectiveness of marketing campaigns .

  • Increased ROI :

Informed decision making can lead to increased ROI for marketing campaigns . By cutting ineffective strategies and investing more in effective ones, marketers can see a significant increase in the return on their investment .

  • Better targeting :

Analysis can also help marketers better target their audiences . By understanding who is most likely to respond positively to a campaign, marketers can tailor their messages and improve their chances of reaching their target consumers .

  • Improved planning :

Marketing analysis can also help with planning future campaigns . By understanding what has worked in the past, marketers can develop more effective plans for future initiatives .

  • Identify risks :

Analysis can also help identify risks associated with marketing campaigns . By monitoring data, marketers can quickly spot any potential problems and take the necessary steps to mitigate them .

Overall, Marketing Analysis provides valuable insights that can help marketers make better decisions and improve their return on investment . By understanding the key strengths and weaknesses of their campaigns, marketers can target their messages more effectively and plan more successful initiatives in the future .

What Are The Types of Market Analysis ?

Marketing analysis comes in many forms, each designed to give you a specific view of your customer base, your marketing efforts, and your sales results . The type of market analysis you choose should be based on your goals and the data you have available .

  • Customer Analysis :

Knowing who your target customer is – their demographics, buying habits, needs, and wants – is essential to creating effective marketing campaigns . This type of analysis can be done through surveys, focus groups, interviews, and observation .

  • Competitor Analysis :

Keeping tabs on your competition helps you understand what they’re doing well and where they may be falling short . It also allows you to see how your own products or services compare . This type of analysis can be done through online research, attending trade shows or events, or hiring a company that specializes in competitor analysis .

  • Social Media Analysis :

Social media provides a wealth of data that can be used to improve your marketing efforts . This type of analysis can help you track engagement rates, identify influencers, understand what content is resonating with your audience, and more .

  • Market Trend Analysis :

Keeping abreast of industry trends helps you anticipate changes in the marketplace and adapt your plans accordingly . This type of analysis can be done through online research, reading trade publications, attending conferences or seminars, or working with a market research firm .

  • Sales Analysis :

Tracking sales data gives you important insights into what’s working and where you can improve . This type of analysis can be done through online research, focusing on the data provided by your sales or distribution channels, or using customer relationship management (CRM) software .

What Is The Step by Step Process for Market Analysis ?

When it comes to marketing analysis, there is a lot of confusion about what it entails and how to go about doing it . This beginner’s guide will help clear up some of the mystery surrounding market analysis and provide a step-by-step process for completing your own analysis .

The first step in any market analysis is to identify your target audience . Who are you trying to reach with your product or service ? Once you’ve identified your target audience, you need to gather data on them . This can include demographic information like age, gender, income, etc ., as well as information on their buying habits and patterns .

Once you have all of this data, the next step is to analyze it and look for trends . What do your target customers buy most often ? When do they make these purchases ? What motivates them to buy ? Answering these questions will help you better understand your target market and how to reach them more effectively .

The final step in market analysis is to create a marketing plan based on your findings . This plan should detail what initiatives you’ll take to reach your target market, what messaging you’ll use, what channels you’ll advertise on, and so forth . By following these steps, you can ensure that your marketing efforts are targeted and effective, helping you achieve your business goals .

What Are The Tools Used for Market Analysis ?

There are a variety of market analysis tools available to businesses, each with its own advantages and disadvantages . The most common market analysis tools are survey research, customer data analysis, focus groups, and demographic analysis .

Survey research is one of the most popular methods of market analysis . Surveys can be used to gather information about customer needs and preferences, as well as to gauge customer satisfaction levels . However, surveys can be expensive to administer, and they may not always produce accurate results .

Customer data analysis is another commonly used tool for market analysis . Customer data can be obtained from a variety of sources, including customer surveys, sales records, and website data . This data can be used to identify trends and understand customer behavior . However, it can be difficult to obtain accurate and reliable customer data .

Focus groups are another popular method of market analysis . Focus groups provide an opportunity for businesses to interact directly with potential or current customers . This interaction can be used to gather information about customer needs and wants . However, focus groups can be expensive to administer, and they may not always produce accurate results .

Demographic analysis is a final tool that is often used in market analysis . Demographic data can be obtained from public sources such as census data or from private sources such as consumer marketing databases . This data can be used to understand the characteristics of a target market or to identify potential new markets . However, demographic data can be difficult to obtain accurate and reliable results .

What Are The Challenges of Market Analysis ?

As with any business activity, market analysis comes with its own set of challenges . The most common challenge is data interpretation . With so much data available, it can be difficult to know which information is relevant and how to best use it . Another challenge is keeping up with changes in the market .

Markets are constantly changing, and what was true yesterday may not be true today . This means that market analysis must be an ongoing process, not a one-time exercise . Another challenge is making decisions based on market analysis . Even with the best information, there will always be some degree of uncertainty . Marketers need to be comfortable making decisions in the face of uncertainty and being able to justify those decisions to others .

Finally, market analysis involves a lot of time and energy . The process can be complex and require significant resources to complete . Marketers need to be prepared to devote the necessary resources if they want to make the best decisions for their businesses .


By understanding the basic principles behind marketing analysis, you can better measure the success of past campaigns and build on those successes in the future . No matter your level of expertise with marketing analysis, there are a variety of tactics available to help you – from doing DIY research to enlisting professional help if needed . As long as you take time to understand what is driving or hampering your company’s performance, you will be able to make informed decisions that improve customer relationships and ultimately increase profitability .

Hello everyone ! I am the creator and webmaster of website . Specialized in Technology Intelligence and Innovation ( Master 1 Diploma in Information and Systems Science from the University of Aix-Marseille, France ), I write tutorials allowing you to discover or take control of the tools of ICT or Technological Intelligence . The purpose of these articles is therefore to help you better search, analyze ( verify ), sort and store public and legal information . Indeed, we cannot make good decisions without having good information !

scroll to top