Page 155 - DLIS402_INFORMATION_ANALYSIS_AND_REPACKAGING

Information Analysis and Repackaging

Notes A good general studies enemy tactics, tendencies, weaknesses and strengths. The same can be said
about a head coach on a sports team. While consumers are not the enemy, or an opposing team –
they are funny creatures that, more often than not, act and react in ways that you cannot always
fully predict. Marketing automation systems categorize data to its fullest extent, permit data
manipulation with forecasting tools, facilitate the creation of best case plans and give marketing
staff the real time data it needs to be flexible – and the ability to alter or massage an initiative to take
advantage of unforeseen events.
Marketing systems give the team, from the analysts to the creative content writers, the ability to
collaborate and methodically plan out an initiative; identify and focus on a specific consumer type/
base, execute the initiative and then take the knowledge gained from the initiative and grow in
capacity for future endeavours.

Need for Marketing Information System

Marketing feedback is important for any organization. Changing customer needs, evolving technology
trends, increasing competition necessitate the need to process market feedback and communicate to
other departments of the organization. Currently very few information systems provide a features
needed by a marketing department. Enterprise applications focus on functions like sales, production,
purchase, and inventory. But market information is becoming crucial. This document hints at
conceptual framework that marketing information system. Such a system can be very useful to any
organization.
Top Management is interested in knowing the following from marketing department:
1. How much was our marketing budget and what is the actual expenditure?
2. Towards which type of marketing maximum budget was spent? What should be future
marketing budget?
3. How many prospects contacted our marketing department and how many prospects
materialized finally?
4. What is the market feedback about current quality, technology, and price of the product?
What strategy should be adopted to improve the same?
5. How effective is our communication with prospects?
6. What is the future potential of the market?
7. What trends are happening in market which should change our product strategy?
Typically all this information is available with marketing department which needs to be processed
and passed on to top management. Besides this the marketing department also needs effective
information system to manage their own functions.
The following are the needs of marketing department
1. What are the future marketing events the company can participate in? What are the events
in which the company participated?
2. How effective are our current marketing efforts? What are the areas of improvement?
Which marketing type can be taken up new or which can be discontinued?
3. What are the pending ‘prospects’ that can be followed-up?
4. What are the various communications sent to the prospect and what is the status of the
prospect?
5. What are the various marketing materials available and how effective are they?

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