Industry News
Posted on 06/10/2008
Business intelligence means reliable data not gut instinct, says expert
Business intelligence is vital in the decision-making process for companies' marketing strategies, according to one expert.
Nick Millman, UK and Ireland Lead at Accenture Information Management Services, has made the point that firms need the knowledge of which geographies, market segments, products and services are making or losing money before planning their marketing campaigns.
Gaining information in these areas helped make choices - possibly relating to business mailing lists - "based on reliable data" rather than "gut instinct", Mr Millman said.
Looking ahead to the future of business intelligence as an essential component of marketing drives, he commented: "It would be surprising if organisations stopped investing in business intelligence as the current economic climate is a time when organisations need good business intelligence more than ever."
Performance management solutions specialist COGNOS states that business intelligence is vital for "gathering intelligence information needed to compete within the global marketplace".
Posted on 06/10/2008
Related Articles
Data lists 'can help with personalisation'
Personalised offers set to prosper in 2009
Personalisation will be 'key' in 2009
Direct marketing extravaganza date set
Microsoft: Business intelligence is needed throughout firms
Business intelligence 'can help with long-term planning'
Q2 B2B marketing performance down
Local search technology evolving in response to B2B marketing demand
Accurately targeted direct marketing saves money
Marketers 'overlook' readers in email campaigns
