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INCREDIBLE SOULS. Group members: Leader 11338 11321 11315 11353 11316. MARKETING INFORMATION SYSTEM. Glossary. Customer relationship management (CRM). Cyber marketing. Data mart. Data mining. Data warehouse. Enterprise resource planning (ERP).

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  • Group members:
  • Leader 11338
  • 11321
  • 11315
  • 11353
  • 11316
  • Customer relationship management (CRM).
  • Cyber marketing.
  • Data mart.
  • Data mining.
  • Data warehouse.
  • Enterprise resource planning (ERP).
  • Geographical information systems (GIS).
  • Marketing automation.
  • Marketing decision support system (MDSS).
  • Marketing information system (MkIS).
  • On-line analytical processing (OLAP).
  • Supply chain management (SCM).
  • MKIS is essential for helping organizations operate in a global
  • economy.
  • Businesses today use information systems to achieve six major
  • objectives: operational excellence; new products, services, and
  • business models; customer/supplier intimacy; improved
  • decision making; competitive advantage; and day-to-day
  • survival.
  • Where as in Sales and marketing systems it helps the firm
  • identify customers for the firm’s products or services,
  • development of products and services to meet customers needs,
  • promote the products and services, sell the products and services.
  • Organizations seek to adopt “e-business” methodologies in the
  • search for competitive advantage.
marketing information system mkis
MarketingInformation System (MkIS)

“MkIS is a computerized system that

is designed to provide an organized flow of information to enable and support the marketing activities of an organization”.

the strategic role of the marketing information systems
The Strategic Role of theMarketing Information Systems
  • Marketing is a “strategic” function which enable
  • organizations to identify and adapt to changes in the
  • market environment.
  • MkIS provide the IT backbone for the marketing
  • organization’s strategic operations.
  • In a broader sense, the MkIS creates an organized
  • and timely flow of information required by marketing
  • decision makers. It involves the equipment, software,
  • databases, and also the procedures, methodologies
  • to meet its organizational objectives.
the role of the internet
The Role of the Internet
  • Internet, especially the browser based WWW, has
  • played vital role in revolution in MkIS.
  • The term “cyber marketing” is often used to describe the
  • Internet’s convergence of computers.
  • Internet marketing is characterized by interactivity,
  • graphical user interfaces, multimedia content, and
  • one-to-one connectivity.
  • Marketers will need to understand all the various ways
  • that customers are touching the business through existing
  • interfaces and e-commerce.
benefits of the marketing information system
Benefits of the MarketingInformation System
  • MkIS affects marketing’s interfaces with customers, suppliers
  • and other partners.
  • Market Monitoring,
  • Strategy Development.
  • Strategy Implementation.
  • Functional integration.
Functional Components
  • MkIS consists of four major components:
  • User interfaces
  • Applications software.
  • Databases.
  • Systems support.
Functional Components

User interfaces

Applications software

Marketing Databases

System support

marketing decision support system mdss

A set of core applications in the MkIS that

provides computer-based tools, models, and

techniques to support the marketing decision

making process

marketing decision support system mdss1
  • Provides computer-based tools, models, and techniques to
  • support the marketing manager’s decision process.
  • Optimized for queries of historical data.
  • Data typically are derived from both internal and external
  • market sources.
  • Features inquiry and report generation functions where the
  • manager can access marketing data, analyze it statistically,
  • and use the results to determine an optimal course of action.
a marketing decisions support system functions
A. Marketing DecisionsSupport System Functions

MDSS tools include simple spreadsheets such as Excel, SPSS, on-line analytical processing (OLAP) tools, data mining applications, and neural networks.

The MDSS provides the user with the ability to explore multiple options. Typical MDSS functions include models and tools for:

  • Sensitivity analysis
  • What-if analysis
  • Goal setting
  • Exception reporting
  • Pareto analysis
  • Forecasting models
  • Simulation models
  • Scorecards and dashboards
b mdss analyses
B. MDSS Analyses

The following list presents some of the most common types of issues targeted by MDSS analyses:

  • Market segment analysis
  • Market share analysis
  • Competitor analysis
  • Pricing analysis
  • Cost analysis
  • Sales analysis
  • Sales forecasting
  • Sales force productivity
  • Advertising analysis
  • Distribution. Analyzes
  • Simulation.
  • Customer satisfaction
data warehouse
Data Warehouse

Electronic storage that is a

repository where data from internal and

external sources are collected, organized and

stored for future analysis.

Data Warehouse

Data warehouses can provide narrow or broad strategic views of key marketing activities for the purpose of generating higher customer value and business returns.

It commonly support customer relationship management, product development, and customer service delivery.


Data warehouse architectures are based on the following three


  • Data collection
  • Data management
  • Data access
data marts
Data Marts
  • A scaled down version of a data
  • warehouse that usually holds a subset of the
  • entire data set in order to provide more focused
  • and faster access to specialized data.
  • It is usually designed for a smaller number of users.
  • It provide fast, specialized access and applications.
  • It may also include specialized data sets that can be analyzed
  • with statistical or data mining tools.
data mining
Data mining:

Computer-based exploration and

analysis of large quantities of data in order to

discover meaningful patterns and rules for the

purpose of improving marketing, sales and

customer service operations.

the data mining process
The data mining process:
  • The first step in the process is to collect data
  • on what the customer does.
  • Generate similar data in addition to that on products and
  • services purchased, catalogue referenced, special offers,
  • credit card number, order size, and time since last
  • purchase.
  • Further transactions are generated by the order entry,
  • billing, and shipping systems.
the data mining task
The data mining task:
  • Classification.
  • Estimation.
  • Affinity grouping.
  • Description.
  • Clustering.
  • Prediction.
the data mining techniques
The data mining techniques:
  • Market basket analysis
  • Cluster analysis
  • Decision trees
  • Query tools
  • Neural networks
on line analytical prosing olap
On-line analytical prosing (olap):

A family

of analysis and report generating tools used to

access large databases. OLAP enables

partially aggregated data or full reports to be

stored for fast, convenient access.

geographical information system
Geographical information system:

Software that enables the geographic mapping

of information such as the locations of customers, competitors, suppliers, sales

prospects, suppliers and partners. GIS can be

used for site selection, trade-area analysis,

environmental analysis, sales territory design

and the targeting of marketing


geographical info system mkt applications
Geographical info system mkt applications:
  • Customer location
  • Geographical market information
  • Market activity location
  • Business location
  • Marketing resource location
customer management system
Customer Management system

Companies need a method of viewing all the customer and marketing related information in an integrated way.

  • The major applications are:
  • Sales force automation(SFA)
  • Customer relationship management(CRM)
sales force automation sfa
Sales force automation(sfa)
  • SFA is a customer management tool that is one of
  • the fastest growing elements of the MkIS.
  • SFA applications are often integrated with the CRM system.
  • SFA involves the application of IT to the sales function or,
  • more appropriately, to the activities leading to a sale. These
  • activities include acquiring sales leads, managing the sales
  • opportunity, closing the sale and managing the customer
  • relationship.
  • The goals of SFA are to increase the effectiveness of the sales
  • organization, improve its efficiency and to create superior value for the
  • Customer
  • SFA can improve sales efficiency by reducing sales cycle time, by
  • managing workflow, and tracking the current status of critical activities
  • related to the sale.
the sales process
The sales process

There are following steps.

  • Lead generation
  • Sales process management
    • Verification of opportunity
    • Sales calls
    • Opportunity management
    • Closing the sale
  • Account management
sales force automation tools
Sales force automation tools

It may be categorized as:

  • Document management tools
  • Personal management tools
  • Process management tools
customer relation management crm
Customer relation management(crm)

Software applications manage the interaction

of customers with an organization. They are

used to increase the return on marketing efforts

by enabling the understanding of the complete

history of a firm’s interactions with its

customers. CRM systems are able to target

promotions to likely buyers, facilitate sales

efforts, and deliver customer service.

customer relation mgt design principles
Customer relation mgt design principles
  • CRM system should offer the customer multiple channels for communications.
  • Each CRM interaction should deliver value of the customer.
  • CRM system integrates the customer throughout the firm’s value chain.
  • The CRM system should capture knowledge about the customer and the customer’s relationship with the company.
customer relationship mgt functions
Customer relationship mgt functions
  • E-commerce support.
  • Sales force automations.
  • Telesales and call center automation.
  • Direct mail and catalog sales.
  • Web sales and personalization.
  • Mobile support through laptops and hand-held devices.
  • Trainings.
privacy and the marketing information system
Privacy and the marketing information system
  • A marketer may respect a customer’s privacy and only contact them after gaining permission, but they may have an insecure system that allows hackers to access credit card transaction data. Alternatively, a marketer may respect privacy rights and have a very secure system, but inadvertently releases a patient’s health care record to the news media.
  • Following are the points of the privacy and the marketing information system.
  • Tracking internet users
  • Developing a privacy policy.
tracking internet users
Tracking internet users

It is true that nobody on the internet is unknown. Every network connection has an address and marketers are able to develop customer profiles and track their behavior on the internet. They will be able to track the location of the customer too in the future.

The following infrastructure elements are essential to the information model of the internet.

  • Advertising network.
  • Cookies.
  • IP address.
  • Online profiling.
  • Personal information.
  • Reference.
  • Registration.
developing a privacy policy
Developing a privacy policy

Web marketers are at the forefront of the consumer privacy movement. Advertising network firms, such as Double-click, were caught on the wrong side of this issue and have suffered greatly in terms of company image and market capitalization.

The major actions marketers are taking include..

  • Disclosure of privacy practices.
  • Ask permission.
  • Allow access.
  • Establish industry-wide privacy rules.

The rapid use of Internet-based technologies and the development of e-business and e-commerce applications are having a revolutionary impact on the marketing discipline.

MkIS, are being transformed as these new technologies are

enabling the integration of marketing, sales and

customer service activities.

Future implementations of MkIS will increasingly change market opportunities