MARKETING INTELLIGENCE

SYSTEM
By: Neelanjan and Adarsh
TABLE OF CONTENTS
INTRODUCTION GATHER MARKET

01 04
INTELLIGENCE
How to gather and improve MIS.
Definition and meaning.

DEEPER UNDERSTANDING Components

02 Understanding what MIS really

is. 05 Components of MIS which act as
sub-systems.

IMPORTANCE Advantages

03 Explaining why MIS is

important. 06 Explaining how MIS is beneficial
to a company.
 01
INTRODUCTION
Definition and Meaning
INTRODUCTION
● Marketing Intelligence system(MIS) focuses on the systematic collection and processing of
information from all the relevant sources to ascertain the changing trends in the marketing
environment.

● Essentially, the marketer gathers data from all the available sources and process these into
meaningful information which can be used to make critical business decisions.

● The more information about the market environment is gathered, the more accurate the business
decisions will be.
 02
DEEPER
UNDERSTANDING
A detailed overview
DEEPER UNDERSTANDING
● MIS is much more than just gathering market information for a particular business. It involves
gathering information about the entire external system.

● MIS is not only about a system that is completely computer-based, it’s a full system that involves
“human efforts” to process and interpret the entire process of information into MIS efficiently.

● The marketing intelligence data which is provided is very important and reliable data for the
management for any company.

● Helps management to recognize, predict, analyze, and resolve problems.

 03
IMPORTANCE
Importance of MIS
IMPORTANCE OF MIS
● Allow business managers to fast-track the decision making process.

● Helps in gaining an upper hand against the competitors.

● Helps maintain its competitive position in the industry.

● Competitive advantage.

● Collects real time relevant data.

● Identify opportunities in emerging markets

● Understand the customers.

● Launch new products and services.

 GATHER

04 MARKET
INTELLIGENCE
How to gather and improve MIS.
HOW TO GAIN MARKET
INTELLIGENCE
● Put your Sales team to use.

● Take advantage of your channel partners.( Could be a sort of co branding relationship. i.e.
consultants, value added resellers, managed service providers{MSP})

● Keep an eye out for the competitors and their channel partners.

● Catch hold of a good market research agency.

● Create customer advisory panel.

● Reap the benefits of social media marketing.

A SIMPLE EXAMPLE OF SOCIAL
MEDIA MARKETING INTELLIGENCE
AGE & GENDER TIME SPENT PER USER
Men Women

20 - 35 25%
7h 30m
In social media

36 - 45 45% 45m
In our accounts
46 - 60 30%

CONTENT INTERESTS MAIN STATES

TN

JEANS 45% SHIRTS 55% MH

KA
 COMPONENTS
05 Sub-systems of MIS
COMPONENTS
● Competitor Analysis: involves gathering data on competitors that can be used to direct future
business strategies and understand where the competitors are headed with their products and
services.

● Product Evaluation: evaluation of the organization’s products with comparison to the similar
products available on the market. (Benchmarking)

● Market Analysis: using data and observations to determine where your customers are most active
so you can be present in those markets. (identifying niches) {Conduct a PESO media analysis}

● Customer Understanding: understanding every aspect of the customer.( Problems faced by the
customers, the problems of customers which are solved by the company’s products.)
ADVANTAGES
How MIS is beneficial to a company.
06
ADVANTAGES OF MIS
Marketing intelligence not only helps companies to distinguish their brand from its competitors, but also helps in
providing valuable information to stay in the game and excel at it.

● Holistic view of the market

● Customer retention

● Competitive advantage

● Improve sales process (which product should target which segment?)

THANK YOU!