Definitons & Responsibilities of Market Opportunity Analysis

Market Opportunity Analysis is using advanced analytical techniques, describes market segment opportunity and predicts future growth.

MDA provides a strategic competitive advantage converting the vast amounts of available data, in multiple internal and external databases, into actionable information. They apply statistical techniques and behavioral analysis such as database analytics, predictive modeling and scoring, and data mining to address strategic business issues such as coverage strategies, channel resource allocations and opportunity close rates. They are also responsible for developing standards for deployment and execution of analytic models, and linking with development teams in the requirements for analytic databases and tools.

The Market Data Analytics specialist designs, develops and applies advanced analytic and statistical analysis techniques to answer current and what-if marketing questions about the state of various market segments, offerings/solutions, coverage models, competitors, partners, alliances, customers and prospects. Using these techniques, they assess the risks and benefits to various scenarios based on the best data available, rather than on the best guesses available.

Their analysis helps to improve the accuracy of marketing business decision making by helping to win or hold a leadership position in market share, selecting the most strategic business partners, approaching the right set of prospective customers, making the best business investment decisions, covering current customers in the most effective manner, and developing the best offerings/solution based on customer wants and needs. To define these scenarios and evaluate the success of the solutions, the Marketing Analytics professional interlocks with the other Market Intelligence specialties, other Marketing disciplines, and other business functions. Their what-if analyses are key to understanding how the market, key competitors, partners and customers may behave given various configurations of the market segment ecosystem in which they exist.

Marketing Analytics provides key input to Competitive Intelligence, including scenario modeling of key competitors within various market segments to predict the behavior of those competitors given varying market conditions. Similarly, they examine opportunity management for various offerings/solutions based on known and modeled install information and firmographics of various customer and prospect sets. Their analyses helps improve target campaign work, saving marketing dollars and removing customer and prospect annoyance from receiving multiple sales contacts where appropriate.

Marketing Analytics specialists help to better understand the behavior and metrics (e.g., size, revenue, revenue spent on the company, channel choice, etc.) of key customers helping us to improve sales targeting and offering/solution development.

Responsibilities

Applies advanced statistical analysis techniques to behavioural analysis in a continuum from simple to complex, as appropriate, to perform:

  • Market Data Analytics (e.g., market assessment and segmentation, direct marketing,sales forecasting and analysis, expenditure studies)
  • Predictive Modeling (e.g., choice, media, revenue, pricing and brand image modeling, customer behavior modeling such as satisfaction, purchase propensity, loyalty/lifetime value, system dynamic, operation research and econometric modeling)
  • General data mining
  • Demonstrates knowledge of the underlying business information contained with disparate source systems
  • Provides expertise in implementing the techniques associated with the integration and summarization of disparate data source implementing metrics to describe and measure the accuracy, completeness and bias of data both at source, integrated and summarized levels
  • Provides a high level of expertise in the operation of the combination of tools required to solve required business problems
  • Provides requirements on system design, content, process and standards necessary to continuously improve the implementation of Market Data
  • Possesses the consulting skills necessary to advise on analytics techniques and communicate the findings of research
  • Possesses the project management skills required to execute analytic projects.

Definitions of related intelligence disciplines