A Conceptual Framework for Marketing Intelligence

Abstract

Nowadays, customers demand faster customer service, and expect that organizations know them and provide appropriate services and recommendations for products quickly. Many organizations are reacting to these market needs by driving toward pervasive business intelligence, augmenting traditional business intelligence (BI) with the ability to capture, interpret and act immediately on data to make faster decisions. With pervasive business intelligence, organizations data warehouse changes to a system that can proactively and reactively interact with the business stakeholders, and it provides appropriate decision options to help marketers to respond and take action based on knowledge discovery in current integrated data. This work based on the literature review presents the Pervasive Business Intelligence state of the art and related areas, leaving open for proposing a conceptual framework to guide the development of activities of Marketing Intelligence. The analysis of large volumes of data is impossible without resorting to the appropriate software tools, making it essential to develop frameworks that help to automatically and intelligently, analyzing, interpreting and correlating data, enabling the development and selection of strategies for action (2). In order to assist companies in this exploration of data, concepts and tools for organizing information are critical, highlighting the Pervasive Business Intelligence (PBI) and Marketing Intelligence (MKTI) as pillars to support the decision-making. The economic decline is impelling organizations to examine ways of retaining customers, speed up their services, spending less capital be more efficient regarding their budgets, and observing regulations. Business intelligence (BI) is the ability to access data from multiple sources in an organization and deliver it to appropriate business users for analysis. Manage the performance of the business means know what questions to ask and have the facts at hand at time to answer them, and this is what business intelligence delivers. With pervasive business intelligence, organizations data warehouse changes to a system that can proactively and reactively interact with the business stakeholders, and it provides appropriate decision options to help marketers to respond and take action based on knowledge discovery in current integrated data. Pertinent and accurate information from relevant and reliable sources entails to be successfully processed. This implies that a company needs to be confident it has the right information, at the right time, and dissembled to right people (3). We propose a framework to guide the development of activities of Marketing. A framework of satisfying information needs for decision-making is complex and is compound by different activities to be exploited. This paper is organized as follows: after this introductory part we present related background concepts. Then, the main contribution is presented in terms of a framework proposal. Finally we draw some conclusions.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 13 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.