Concepts and Tools for Marketing Intelligence Development

Concepts and Tools for Marketing Intelligence Development

Thabet Slimani (Department of Information Technology, Taif University, Taif, Saudi Arabia & LARODEC Labo, Higher Institute of Management of Tunis (ISG Tunis), Le Bardo, Tunisia)
Copyright: © 2013 |Pages: 20
DOI: 10.4018/jide.2013070102
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Abstract

Business intelligence (BI) is a promising way which let companies to gather large amounts of data, accessing, analyzing that data, and presenting a high-level set of reports that condense the huge amount of that data so that they can make fundamental business decisions regarding business actors (customer, supplier, logistics…). To learn from the past and present time and anticipate the new market trends, many companies are adopting Business Intelligence (BI) tools and systems. There are numerous business intelligence tools to help managers in making the best decisions. The paper give some explanation of the concepts and the components of BI, benefits of BI, tools for BI, the implementation of business intelligence, and a proposal to combine BI and semantic Web. Additionally, the paper describes the popularity and the increase of data and information use from open sources (OS) and its impacts in competitive and marketing intelligence.
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Business Intelligence And Its Benefits

The term intelligence includes important meanings in business environments. The existence of good source of business intelligence signify the survival of businesses, which can range from data about their existing customers to intelligence about their competitors (Maguire & Robson, 2005).

However, sometimes information is collected to build up a background understanding of the environment without any clear purpose in mind (Curtis & Cobham, 2005).

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