This E-marketing Essentials Interview with Fred Bassett of digital strategy consulting strategy firm Blue Latitude outlines a structured approach to online marketplace analysis in order to inform digital marketing strategy. Whether it's business strategy, marketing strategy or digital strategy, understanding your marketplace positioning is crucial. For traditional business or marketing strategy, environment mapping, situation analysis or marketplace analysis, call it what you will, is a well established approach. But what is the best approach for online marketplace analysis? It seems to me that this core part of digital strategy is often neglected despite all the rich data available from web analytics and audience media consumption data from the likes of Hitwise and Comscore. So I was delighted to be taken through a rigorous methodology for e-marketplace analysis and mapping…