MARKETING

INFORMATION SYSTEM

Team 1: Suhail Shamsuddin

Arun k
CONTENTS
 Need for a SYSTEM to handle Marketing
Information
 Classification of Marketing Information
 Designing an MIS
 Requisites of a Good MIS
 Characteristics of Good Marketing
Information
 Marketing Intelligence
 Data Mining & Data Warehousing
What is a marketing information
system (MIS)?
 Marketing information system (MIS) is a
set of procedures and methods for the
regular, planned collection, analysis and
presentation of information for use in
marketing decisions
Need for a SYSTEM to handle
Marketing Information
Advantages Conferred by a system
Improves the Data Capture Process
Smoothens the Operation
Tailors Information Outputs to Suit Need
of Executives
Helps Using Same Information Several
Times,& for Different Purposes
Helps Sort Out Conflicting Information
Integrates All Information
Converts Data into Information and
Information into insights; in Particular
Creates Customer Insights Out of
Transaction Data
Serves as a Knowledge-Management
Mechanism
The marketing information systems
and its subsystems
Classification of Marketing
Information
Classified using two different approaches:
 Based on end use/purpose
 Based on subject matter
Classification Based On End
Use/Purpose
Information needed for marketing
planning.
Information needed for marketing
operation.
Information needed for marketing control.
Classification Based on Subject
Matter
Product
Consumer
Pricing
Distribution channels
Promotion
Sales force
Compensation
Sales methods
Internal operations of the firm
External environment of the firm
Designing a MIS
Defining the information needs.
Getting the information.
Utilizing the information.
Requisites of a good MIS
Must be a Unified System.
Work as a Decision Support System
Should be Compatible with the Firm’s
Culture &Level of Sophistication
Should be Economical
Should Incorporate Selectivity
Should be Fast
Characteristics of Good Marketing
Information
Relevance to decision-making
Clarity
Confidentiality
Precision
Cost reasonableness
Reliability
Accuracy
Timeliness
Authenticity
Marketing Intelligence
• MI- information gathered from external
sources to the firm for use in decision-
making.
• MI focuses on change in market
conditions, changes in customer
requirements, emerging strategies of
competitors.
Data Mining
 Data mining is the process of analyzing
data from different perspectives and
summarizing it into useful information -
information that can be used to increase
revenue, cuts costs, or both.
Data Warehousing

 The term Data Warehouse was coined by

Bill Inmon in 1990, "A warehouse is a
subject-oriented, integrated, time-variant
and non-volatile collection of data in
support of management's decision making
process"