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Printable Handouts
Navigable Slide Index
- Introduction
- Where does marketplace analysis fit?
- The importance of online marketplace analysis
- Online marketplace components
- Key analysis tool
- SWOT example
- Online marketplace analysis map
- Using personas for customer segmentation
- Customer behaviour
- Resources for evaluating online marketplace
- Understanding customer search behaviour
- Competitor analysis
- Aspects of the OVP
- Competitor benchmarking
- Intermediaries
- Intermediaries and "Google Ad Planner"
- Internal capability audit
- Web analytics
- Communications mix effectiveness
- Search engine marketing
- Affiliate marketing
- Banner or display advertising
- Email marketing
- McKinsey 7S framework
- Macro-environment factors
- Legal briefing
- Managing consumer privacy
- Web 2.0
- Assessing the relevance of technology
- Summary
Topics Covered
- Micro and macro-factors
- Reasons for analysis
- Online SWOT analysis
- Key marketplace actors
- Customer behavior models
- Search keyphrase behavior
- Online value proposition
- Competitor analysis
- Intermediary analysis
- Introduction to 6 digital communications
- Digital channel governance
Talk Citation
Chaffey, D. (2010, February 25). Online marketplace analysis [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/HTWQ1732.Export Citation (RIS)