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SISTEMA DE INTELIGENCIA DE MERCADO - Coggle Diagram
SISTEMA DE INTELIGENCIA DE MERCADO
Customer insights :
create value for customers and build meaningful relationships with them.
difficult to obtain.
marketers must effec- tively manage marketing information from a wide range of sources.
Consumers :
are now generating marketing information
smartphones, PCs, tablets, via online, browsing and blogging
can't tell you what they need and why
Marketers :
do not need more information
need better information
to make a good use of the information they have
obtaining information :
internal data
marketing intelligence
marketing research
Big data :
huge and complex data
generation, collection, storage, and analysis technologies
big opportunities
big challenges
Value of marketing information :
how it is used
the consumer insights that it provides
consumer insight teams
to develop actionable insights from marketing information and work strategically with marketing decision makers to apply those insights.
Marketing information system ( MIS ) :
people and procedures dedicated to assessing information needs
to develop the information they need
help the markers to decide the use of information
generate and validate actionable customer and market insights
provide information to external partners ( suppliers, resellers, marketing services agencies )
balances the information :
like, need, feasible