Marketing Intelligence
Encyclopedia
Marketing Intelligence is the information relevant to a company’s markets, gathered and analyzed specifically for the purpose of accurate and confident decision-making in determining market opportunity, market penetration strategy, and market development metrics. Marketing intelligence is necessary when entering a foreign market. Marketing Intelligence is not the same as Market Intelligence (MARKINT).
Marketing Intelligence determines the intelligence needed, collects it by searching environment and delivers it to marketing managers who need it. Marketing intelligence software can be deployed using an on-premises or Software as a Service
(SaaS, or cloud-based) model. These systems take data from disparate data sources, like web analytics
, Business Intelligence
, call center and sales data, which often come separate reports, and put them into a single environment. Marketing managers can design reports that correlate and visualize data coming from a variety of departments and sources (even, in some cases, external data.) This allows them to see current key performance indicators
in real time (or as quickly as sources provide data) and analyze trends, rather than wait for analysts to deliver periodic reports.
Marketing Intelligence systems are designed to be used by marketing managers and often viewed by employees throughout an organization. They may have user interfaces that closer resemble consumer software than the software around individual data sources, which are designed for use by analysts. Business Intelligence
for example, can collect highly accurate, timely, granular data, but often requires IT support to build and edit custom reports.
Organizationally, Marketing Intelligence can be the name of the department that performs both the market intelligence and competitor analysis roles. Competitive Intelligence
describes the broader discipline of researching, analyzing and formulating data and information from the entire competitive environment of any organization. Business Intelligence
of any kind may also be their responsibility, in tandem with (or solely performed by) the Finance department, for measuring market share and setting growth targets, the Mergers & Acquisition
group for exploring acquisition opportunities, the Legal department to protect the organization's assets or R&D for cross-company comparison of innovation trends and the discovery of opportunities through innovative differentiation.
Marketing Intelligence determines the intelligence needed, collects it by searching environment and delivers it to marketing managers who need it. Marketing intelligence software can be deployed using an on-premises or Software as a Service
Software as a Service
Software as a service , sometimes referred to as "on-demand software," is a software delivery model in which software and its associated data are hosted centrally and are typically accessed by users using a thin client, normally using a web browser over the Internet.SaaS has become a common...
(SaaS, or cloud-based) model. These systems take data from disparate data sources, like web analytics
Web analytics
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage....
, Business Intelligence
Business intelligence
Business intelligence mainly refers to computer-based techniques used in identifying, extracting, and analyzing business data, such as sales revenue by products and/or departments, or by associated costs and incomes....
, call center and sales data, which often come separate reports, and put them into a single environment. Marketing managers can design reports that correlate and visualize data coming from a variety of departments and sources (even, in some cases, external data.) This allows them to see current key performance indicators
Key performance indicators
A performance indicator or key performance indicator is an industry jargon for a type of performance measurement.. KPIs are commonly used by an organization to evaluate its success or the success of a particular activity in which it is engaged...
in real time (or as quickly as sources provide data) and analyze trends, rather than wait for analysts to deliver periodic reports.
Marketing Intelligence systems are designed to be used by marketing managers and often viewed by employees throughout an organization. They may have user interfaces that closer resemble consumer software than the software around individual data sources, which are designed for use by analysts. Business Intelligence
Business intelligence
Business intelligence mainly refers to computer-based techniques used in identifying, extracting, and analyzing business data, such as sales revenue by products and/or departments, or by associated costs and incomes....
for example, can collect highly accurate, timely, granular data, but often requires IT support to build and edit custom reports.
Organizationally, Marketing Intelligence can be the name of the department that performs both the market intelligence and competitor analysis roles. Competitive Intelligence
Competitive intelligence
A broad definition of competitive intelligence is the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization.Key...
describes the broader discipline of researching, analyzing and formulating data and information from the entire competitive environment of any organization. Business Intelligence
Business intelligence
Business intelligence mainly refers to computer-based techniques used in identifying, extracting, and analyzing business data, such as sales revenue by products and/or departments, or by associated costs and incomes....
of any kind may also be their responsibility, in tandem with (or solely performed by) the Finance department, for measuring market share and setting growth targets, the Mergers & Acquisition
Mergers and acquisitions
Mergers and acquisitions refers to the aspect of corporate strategy, corporate finance and management dealing with the buying, selling, dividing and combining of different companies and similar entities that can help an enterprise grow rapidly in its sector or location of origin, or a new field or...
group for exploring acquisition opportunities, the Legal department to protect the organization's assets or R&D for cross-company comparison of innovation trends and the discovery of opportunities through innovative differentiation.