This course describes analytical models that can be used for strategic business analysis and customer analysis. Under strategic business analysis, the course covers external analytical models such as STEEP, SWOT, Porter's Five Forces and the Boston Consulting Growth Matrix. Under customer analysis, the course covers four models: Kano Model, Value Analysis, Expectation Ranking and Buyer Utility Map. This course is designed to increase analytical knowledge so that you make rational decisions across the overall business.

The course includes two handbooks of over 30 different analytical models that can be used to solve all types of business problems.


Learning Objectives
  • Explore at least five areas in the external environment that can impact a business
  • Discover the four critical questions to ask for assessing a company’s current situation
  • Recognize how to categorize all products offered by a company into four major groups
  • Identify differences in customer requirements and recognize how to address requirements in a logical flow
  • Explore how to calculate the value different customers bring to a company
  • Identify the six satisfaction touch points experienced by customers
  • Discover five different types of problems that can be solved using five different analytical models
Last updated/reviewed: May 5, 2022
10 Reviews (42 ratings)


Anonymous Author
If I could give this course and Matt Evans more than 5 stars, I would. This webinar was extremely informative, the slides match the lecture almost exactly, and you get two bonus handbooks with additional information. Matt's delivery was easy to understand, and you can tell that he is an expert in his field. I will be looking for more webinars by him, and would highly recommend this course!

Anonymous Author
I was unfamiliar with the Buyer Utility Map framework for analyzing consumer touch points; however, really enjoyed this section within the course. The instructor effectively presented materials in an engaging manner and provided useful supporting materials to reinforce key learnings. Timing of the course was also appropriate.

Member's Profile
The detail provided in this course is very good. Our company is small enough that I might not be able to come up with enough data to extensively use some of these tools but some of the more basic ones are worth looking at for any company size.

Member's Profile
Instructor provides an engaging delivery and a substantial amount of source materials for future consideration. He is very experienced in the field of analytics and his specific examples of implementation are quite helpful.

Member's Profile
Very good overview of why analysis is needed and what the benefits are. Also great materials were provided to give a foundation for further study.

Anonymous Author
Exceptional level of strategic and tactical level of content. Engaging speaker and incredibly strong takeaway materials. Very impressed!

Member's Profile
The concepts are interesting and thoughtfully enhanced by the instructors presentation. The supplemental material is very useful.

Anonymous Author
Theres a lot of good information, and the handbook contains even more!

Anonymous Author
Good class, very informative and the handbooks are a nice bonus.

Member's Profile
A very eye-opening orientation to various analytical models

Course Complexity: Intermediate

No Advanced Preparation or Prerequisites are needed for this course. 

Education Provider Information
Company: Illumeo, Inc., 75 East Santa Clara St., Suite 1215, San Jose, CA 95113
Contact: For more information regarding this course, including complaint and cancellation policies, please contact our offices at (408) 400- 3993 or send an e-mail to .
Instructor for this course
Course Syllabus
Tools and Techniques
  Strategic Tools 11:25
  Situational Analysis = SWOT11:13
  Customer Tools 14:31
  Customer Tools (Continued) 11:14
  Course Summary 2:51
Continuous Play
  Analytical Tools and Techniques Full Video54:58
  Slides: Analytical Tools and TechniquesPDF
  Analytical Tools and Techniques GlossaryPDF
  Tools & Techniques Handbook 1PDF
  Tools & Techniques Handbook 2PDF