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Chapter 2: Marketing Environment Analytics - Coggle Diagram
Chapter 2:
Marketing Environment Analytics
The marketing environment
is the set of factors and forces, both
internal and external to a business, that affect its ability to build and maintain relationships with target customers
Micro Environment
Company
Customer
Marketing intermediaries
Suppliers
Macro Environment
PESTLE
Political & Legal
Policies, regulations, political stability
Legal
Competition law, consumer protection
Technological
Innovation, digitalization, automation
Economic
Growth, inflation, income, exchange rates
Environmental
Climate, resources, sustainable development
Socio-cultural
Demographics, behavior, consumer values
PESTEL Scoring (PESTEL Score)
PESTEL Score = Impact (I) × Probability (P)
Priority Ranking by Score
≥ 15 Very High / High
5 –14 Medium
< 5 Low
Analysis Objective
Identify
opportunities
and
threats
to inform strategic planning
Why analyze data on the
marketing environment?
Early Trend Detection
Reduced Decision Risk
Strategy Personalization
Improved Forecast Accuracy
Power BI in Marketing Analytics
Power BI (Microsoft)
is a Business Intelligence tool that connects, processes, and visualizes data to support marketing environment analysis
Multi-Source Data Connection
:
Excel, CSV, SQL, social media, surveys
Power Query
(Truy vấn Power)
Automatic data cleaning and standardization
DAX
Calculate metrics and in-depth KPI analysis
Interactive Visualization
Charts, maps, real-time dashboards
PESTEL Score in Power BI
1. Enter the PESTEL Score Table
2. Calculate Scores Using DAX
3. Visualize with Matrix / Heatmap
4. Overview Radar Chart
Data Analysis Process
5 steps
1. Data Collection
Data Source: Excel, web,
CRM, surveys, social media
2. Cleaning & Transformation
Power Query: standardize,
remove duplicate/missing data
3. Data Model Building
Data Model: establish relationships between tables
4. Metric Calculation
DAX: build formulas, analytical KPIs
5. Visualization & Reporting
Dashboard: charts, maps, trend forecasts
KPIs for Monitoring the Marketing Environment
Market Share by Region
Market Interest Index
Customer Sentiment Index
Market Growth Rate
Dashboard: From Data to Decision
1. Observation
2. Root Cause Analysis
Combining PESTEL data
3. Forecast
Power BI forecasts
the trend will continue rising
4. Recommended Action
Shift marketing budget
Benefits & Challenges of Applying Power BI
Benefits
Fast, easy-to-understand visualization
Connect and consolidate data from multiple sources
Near real-time report updates
Trend forecasting supported by built-in tools
Easy dashboard sharing within the organization
Challenges
Input data quality directly affects results
Requires skills in Power Query, data modeling,
and DAX
Licensing and infrastructure costs for large
scale deployment
Requires data security and access governance
Forecasts are for reference only and should be
combined with professional judgment