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Roger Kennis
Manager, Netherlands
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Creating a Simple Marketing Information System
Does anybody have experience to set up a "low profile" marketing information system? Me is given the challenge to build up such a system without spending on new software.
The question is: how to translate market info into knowledge. We make use of market research reports, clippings from the www, have info from sales etc.
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Anonymous
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5 Steps to a Marketing Information System
Step 1. DETERMINE WHAT METRICS TO INCLUDE in your marketing information system. Remember all data has a cost, both real and opportunity costs, so including the RIGHT metrics is critical.
Step 2. GATHER RELEVANT DATA. Some data comes from internal sources, such as sales records, accounting figures, website analytics, and reports from your sales force. Other data comes from external sources, including competitor results, economic metrics, listening post metrics, and Facebook Insights. Your marketing research data can also form part of your marketing information system, such as recurring surveys of customer satisfaction.
Step 3. VISUALIZE THE DATA
Step 4. COMMUNICATE RESULTS
Step 5. MAKE MARKETING DECISIONS
Source: Angela Hausman, "5 Steps to a Marketing Information System", Online.
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