Marketing assessment deals with the frameworks and analytical tools for us to optimize the marketing mix (4 Ps - Product, Price, Place, and Promotion).  The goal of data analysis is managing by facts.  A lots of conceptual frameworks are put forwards like ROI Marketing, Customer Relationship Marketing, etc.  The widely used analytical tools include conjoint analysis in market research for consumer stated preference elicitation. Below are illustrations of information visualization in marketing assessment: Manage your work with images beside numbers To practice manging by facts in sales with "managenent by exception" and data visualization Visualize your customer profiles to ensure marketing ROI (Return On Investment) Information visualization under the marketing assessment conceptual frameworks I also designed a course to study Perceptual mapping for competitive market structure assessment Decisions with information visualization for marketing managers and consumers from Nicholas H. Lurie and Charlotte H. Mason - Visual Representation: Implications for Decision Making .