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Transcript

Preparation Task (10 minutes)

Research Task (30 minutes)

Analysis Task (30 minutes)

Create Task (20 minutes)

Hear from a professional in this role to see how they might approach this task.The following pages are a detailed model answer for the work simulation on Marketing Intelligence, geared towards a student interested in becoming a Business Intelligence Analyst.

Document and Present (15 minutes)

Reflection Task (10 minutes)

Expected Outcome

Model Answer

1/9

2/9

Objective: Identify a targeted market segment and establish a focused business goal.Task:

Preparation task (10 minutes):

Step one: Select a market segment. I've chosen the e-commerce market segment, specifically focusing on the online fashion retail industry.

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Step two: define objectives. The key business question I aim to address is: "What are the current trends in online fashion retail, and how can a new entrant leverage these trends to gain market share?"

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3/9

Objective: Build a comprehensive understanding of the chosen market segment. Step one: market reports. I found several relevant market reports from sources like Statista and Nielsen:

  • Statista's "Fashion eCommerce Report"
  • Nielsen's "Global Consumer Trends"
  • Retail Dive’s articles on e-commerce growth
  • I also used AI to generate datasets based on the parameters I provided.

Research task (30 minutes):

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Step two: competitor analysis. I identified three main competitors: ASOS, Zalando, and Boohoo. I gathered information on their market share and growth rate, customer reviews from Trustpilot, and their marketing strategies from their official websites and social media channels.

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Step three: customer insights. I used Google Trends to understand the search interest in "online fashion," "sustainable fashion," and "fast fashion." I also reviewed forums and social media platforms like Reddit and Instagram where customers discuss their purchasing preferences and concerns. I also used ChatGPT to collect information on the monthly sales of my 3 competitors.

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4/9

Analysis task (30 minutes):

Step one: data compilation and cleaning. I consolidated all the gathered data into a Excel Workbook, ensuring the data was clean and formatted correctly. I removed any duplicates or irrelevant information.Identify Key Metrics: For this analysis, I focused on metrics such as:

  • Market size and growth rate
  • Customer demographics (age, gender, geography)
  • Popular product categories (e.g., sustainable fashion)
  • Competitor strengths and weaknesses

View Eleanor's SWOT analysis +

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Objective: compile, clean and analyse data.

Step two: data analysis. Analyse Trends: I used Power BI to create graphs highlighting key trends:

  • A line chart showing the growth of the e-commerce fashion market over the past twelve months
  • Bar chart illustrating the split of 3 different types of demographic
  • A pie chart showing the market share distribution among ASOS, Zalando, and Boohoo

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5/9

Create task (20 minutes):

Objective: Develop insights to provide actionable recommendations.

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Step one: key findings.

  • The online fashion market is growing rapidly, especially in rural areas
  • ASOS remained the largest market share across 2019-2021, though market share growth slowed, increasing from 27% to 30%
  • Zalando had the highest growth rate in 2021, at 17.6%

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Step two: recommendations.

  • For a new entrant, focusing on online sales and targeting an audience in rural areas could differentiate them from established competitors
  • Understanding and leveraging the marketing techniques used by Zalando could help to increase growth rate
  • Expanding into emerging markets where online fashion retail is underdeveloped offers growth opportunities

6/9

Document & present (15 minutes):

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Objective: compile a comprehensive report detailing your findings and recommendations.

Step one: compile report. I prepared a detailed report using Power BI, including the key findings, SWOT analysis, and recommendations. I used visuals such as graphs and pie charts to support the analysis. I added a slicer to my report for some visuals, giving the user the ability to dynamically select different years if viewing the report online

7/9

Reflection task (10 minutes):

Objective: reflect on your process as a Business Intelligence Analyst.

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Step one: answer the following questions:

  • How has this task furthered your understanding of marketing intelligence and data analysis?
This task highlighted the complexity of marketing intelligence, emphasising the need for clean data and the ability to derive actionable insights from it to guide strategic decisions
  • How can the insights gained in this task be applied to real-world business decisions?
The insights can inform business decisions in e-commerce by guiding marketing strategies, product offerings, and customer engagement to better meet market demand and stay competitive.
  • How has this exercise enhanced your skills as a Business Intelligence Analyst and how can you improve for future occasions?
The exercise enhanced my data analysis and competitive analysis skills. For future improvements, I aim to refine data visualisation techniques and enhance the communication of insights to stakeholders.

8/9

By the end of this activity, I have gained practical experience in gathering and analysing marketing intelligence data. I have also developed strong skills in making data-driven business decisions, improving my analytical abilities, and presenting my findings in a professional manner. This will be particularly beneficial for my career as a Business Intelligence Analyst.

Expected Outcome

9/9

Strengths:

  • Increasing consumer preference for online shopping
  • Sales are distributed fairly evenly among different age groups and genders. However, the location category shows high demand in rural areas

Opportunities:

  • Emerging markets with untapped potential
  • Increasing interest in shopping online

Weaknesses:

  • Across the 2021 year, accessories is the best-selling category in only one month
  • High competition leading to thin profit margins

Threats:

  • Ever-changing fashion trends
  • Potential regulatory challenges on sustainability