Marketing Information System

(MKIS)
Decision Support Systems for
Marketing
 Introduction
• The decisions that marketing managers make are
becoming more complex.
• Due to growing volume of data available, focusing
and analyzing the most relevant and useful data
make increasingly difficult for marketers and to the
organization’s best advantage.
• With the increasing amount of decision-making
difficulty, marketing managers need help making the
most effective and efficient use of the available data
to support marketing decisions.
 MOST POPULAR BIG DATA USE CASES IN
SALES AND MARKETING
Customer Analytics 48%
Operational Analytics 21%
Fraud and Compliance 12%
New Product & Service Innovation 10%
Enterprise Data Warehouse 10%
Optimization

Customer Value Analytics (CVA) based on Big Data is

making it possible for leading marketers to deliver consistent
omnichannel customer experiences across all channels.
 Big Data’s Contributions To
Marketing And Sales
• All areas where big data is making a
contribution to sales today are-
 Increasing the quality of sales leads
 Improved Customer Relationship Management (CRM)
Systems
 Improving the quality of sales lead data
 Improving prospecting list accuracy
 Territory planning
 Win rates and
 Decision maker engagement strategies
 THE TEN WAYS BIG DATA IS REVOLUTIONIZING
MARKETING AND SALES
• 1. Differentiating pricing strategies at the customer-
product level and optimizing pricing using big data
are becoming more achievable.
• 2. Big data is revolutionizing how companies attain
greater customer responsiveness and gain greater
customer insights.
• 3. Customer Analytics (48%), Operational Analytics
(21%), Fraud and Compliance (12%) New Product &
Service Innovation (10%) and Enterprise Data
Warehouse Optimization (10%) are among the most
popular big data use cases in sales and marketing.
• 4. Supported by Big Data and its affiliated technologies,
it’s now possible to embed intelligence into contextual
marketing.
• 5. Forrester found that big data analytics increases
marketers’ ability to get beyond campaign execution
and focus on how to make customer relationships more
successful.
• 6. Optimizing selling strategies and go-to-market plans
using geoanalytics are starting to happen in the
biopharma industry.
• 7. 58% of Chief Marketing Officers (CMOs) say search
engine optimization (SEO) and marketing, email
marketing, and mobile is where big data is having the
largest impact on their marketing programs today.
• 8. Market leaders in ten industries Forbes Insights
tracked in a recent survey are gaining greater
customer engagement and customer loyalty through
the use of advanced analytics and Big Data.
• 9. Big Data is enabling enterprises to gain greater
insights and actionable intelligence into each of the
key drivers of their business.
• 10. Customer Value Analytics (CVA) based on Big
Data is making it possible for leading marketers to
deliver consistent omnichannel customer
experiences across all channels.
• Customer analytics refers to the processes
and technologies that give organizations the
customer insight necessary to deliver offers
that are anticipated, relevant and timely.
• As the backbone for all marketing activities,
customer analytics comprises techniques such
as predictive modeling, data visualization,
information management and segmentation.
• Information systems professionals are helping
marketers make the best use of the available
data in two ways:
1. developing MKIS databases that draw on the
various internal and external data sources
2. developing decision support systems and
artificial intelligence systems.
• This chapter will review the history of decision
support systems and consider their characteristics.
• Four broad types of decision support systems
according to the complexity and presentation will be
discussed as following:
• i) reporting and inquiry systems
• Ii) analytical models for forecasting, simulation, and
optimization
• iii) executive support systems and
• iv) group decision support systems
Figure: Types of Decision Support Systems