Internal Audit: Reviewing (a) quantitative data, keyword search behaviour (intent), web and database analysis, purchase habits/trends, and brand performance (revenue/resources) and (b) qualitative data, company vision/values/mission, and customer 1-1 interviews/focus groups/surveys.
Micro Environment: Researching key market customers segments through industry reports, competitor benchmarking, understanding partners/intermediaries, and the market situation.
Macro Environment: Identifying political, economic, social-cultural, technological, environmental, and legal issues out of our control that will influence the campaign.
SWOT Analysis: Identify internal strengths/weaknesses, and external threats/opportunities.
Key Issues & Recommendations: Acknowledging the need to take a new approach, referencing obstacles, and previous campaigns (lessons learned).