We offer you through this article the information from the marketing information system Discover all the details, here!
Marketing information system
El marketing information system It refers to those organizational processes that help us to interpret and organize in a detailed and complete manner the information that guides us or refers to decision-making that involves marketing.
The best decisions we can make in our organizational life are those based on different data provided by the market. And it is in this context that what we know as the marketing information system emerges. This database is essential for our decision-making since in many cases we can sin by not handling the information completely and correctly, which translates into data gaps that directly harm our organization's decision-making.
That is why we as an organization must create together with the marketing information system or SIM, the information that is necessary so that we can classify, analyze, obtain and distribute each of the data that we handle as an organization in order to take the best decisions in the field.
When we seek to implement technologies in our organizations such as the marketing information system, we must take into consideration those needs that we have as a company in order to transfer it to the corresponding departments and thus ensure that they are taken into consideration to propose strategies that allow the scope of the same.
If we manage to execute the marketing information system correctly, we will be able to observe how different technological and human factors come together to establish the design program that we want to be carried out in order to achieve our goals or objectives.
To understand a little better the application of this definition we leave you the following visual material
On the other hand, it is necessary to know that this system works with a classification of different types of information according to the subsystem. These data are evaluated, analyzed and contextualized both individually and collectively in order to establish the parameters and improve our decision-making. These subsystems are:
Internal accounting record
This subsystem is necessary to ensure that the marketing information system has the ability to quickly collect and learn about each of the operations that we normally carry out as an organization. This subsystem feeds on the internal sources of the organization in order to establish its own level of information on the movements of the company.
Marketing intelligence record
This is the second subsystem that arises from the marketing information system and focuses on the formation of each of the different sets of media or sources that allows us to constantly and permanently obtain each of the data or information necessary to so that we can quickly assess the organization's business environment.
At this point, it is important to determine that the information that we can obtain, process and analyze to carry out our system is from external data that manages to provide us with information about those needs, preferences and satisfactions that our users or clients may be feeling.
marketing research
This subsystem focuses mainly on the preparation, analysis, exploitation and collection of data that allow us to evaluate a specific situation in a timely manner. This allows us to globally analyze different types of approach that can be applied to specific circumstances within the market.
This information allows us to completely establish each of the most complete positions and optimizations that we can feel we can achieve and that we are able to achieve thanks to the marketing information system.
marketing analytics
This last subsystem allows us to focus each of our work forces so that we can establish completely useful information that is extremely useful for us to achieve decision-making within our organization.
On the other hand, it is important to understand that marketing analysis within the marketing information system allows us to establish different procedural and statistical techniques that allow us to support the decisions we make within the company.
Subsystem information
Having established the four subsystems that feed the marketing information system, we can take into consideration different data that allows us to fully analyze each of the data that we find. This information can be classified into two types that are:
internal sources
This type of information that is presented to us in this classification tends to determine those weaknesses and strengths that we have as a company.
external sources
This data allows us to fully feed each of the topics that we can connect as a company. At this point we manage to connect external factors at the organizational level such as threats and opportunities.
In this type of tools, it is normal to obtain organizational analysis tools that allow us to fully study our company, taking into account internal and external elements. To understand this topic a little better, we leave you the following link SWOT of a company
In these data we can establish a conjugation of types of identification, which we can classify into quantitative and qualitative. To understand this we can specify the following data.
Quantitative data
Quantitative data within the marketing information system can provide objectivity for making our objectives.
qualitative data
These data allow us to establish psychological level observations that allow us a total survey of each of the relevant data that allow us to condition the analysis of market behavior.
Obtaining information within the marketing information system
It is important to understand that when we look for the inclusion of the marketing information system at an organizational level, we can establish that the data we manage to establish the conjunction of problems through classifications such as internal and external that we have previously defined.
On the other hand, we obtain extremely useful information that we can classify according to the obtaining of our data, these can be from sources of information that are defined as primary and secondary, this classification focuses on or obtains from the data that is identified with the quality of each one. of our products or services.
To continue understanding these concepts we leave you in the following video
Objectives of the marketing information system
One of the main objectives that we can achieve with the marketing information system is that we can significantly and visually improve the planning of our brand initiatives, which allows us to raise the quality of each of our products or services. in order to achieve an important position in the market.
It is important to establish that the objectives that we can achieve with the marketing information system with each one of the necessary data that we must take into consideration each one of the budgetary resources that we can obtain within the actions.
Resources we need in the system application
We have already fully defined what the marketing information system is, now we are going to try to determine each of the resources we need to achieve the application of this tool within our organization. This interpretation or classification of resources we can establish that they are people, methods and machines.
Persona
The person resource within the marketing information system is fundamental since it is she who allows us to fully know each of the data we need to feed our system completely.
When we manage to establish the person resource within our system, it is essential that you manage it as a whole within our market to ensure that we can understand each of the needs that may arise within our market.
This allows us to achieve a complete capacity for statistical analysis that allows us to define and understand which are the best options that we can achieve and understand each of the factors that can include us and form each of the important aspects of the marketing information system. .
On the other hand, it is important to know that each of the information that enters our database must understand that the excess of people within the marketing information system can generate an excess of information that in the long run will be detrimental to our analysis.
It is also necessary that we understand that we must achieve the perfect balance element to be able to establish equality between the different analyses, since the lack of information can provide us with a considerable lack of metrics that we should take into consideration.
Machines
The factor of new technologies or technological information within the marketing information system is essential to achieve the complete processing of the different data that make up our system.
That is why the technological factor is important, when we process large amounts of data, such as material from food industries that help us to understand the objectives that allow us to establish our objectives within marketing.
Methods
The last resource that we find within the marketing information system is the methods and allows us to refer to the different processes that we are going to achieve through this application system. Each of these actions is important to establish and study in order to understand each of the functions and be able to execute them completely within our company.
Advantages of implementing the marketing information system
At this point we have defined each of the most important points of this system. However, below we leave you different advantages that the implementation of this system provides us.
- This system allows us to quickly obtain each of the information that helps us establish the best administrative decisions, taking into account operational and cost data.
- We can achieve the best information in a fast and automated way.
- We can establish a large storage capacity for the different data that make up our system.
- In the same way, it allows us to obtain a practically constant update of the databases that feed us our corporate system.