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A Comprehensive Review on Leveraging Business Intelligence for Enhanced Marketing Analytics
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Author(s): P. S. Venkateswaran (PSNA College of Engineering and Technology, India), Divya Marupaka (Unikon IT Inc., USA), Sachin Parate (Twillio, USA), Amit Bhanushali (Independent Researcher, USA), Latha Thammareddi (DXC Technology, USA)and P. Paramasivan (Dhaanish Ahmed College of Engineering, India)
Copyright: 2024
Pages: 15
Source title:
Data-Driven Decision Making for Long-Term Business Success
Source Author(s)/Editor(s): Sonia Singh (Toss Global Management, UAE), S. Suman Rajest (Dhaanish Ahmed College of Engineering, India), Slim Hadoussa (Brest Business School, France), Ahmed J. Obaid (University of Kufa, Iraq)and R. Regin (SRM Institute of Science and Technology, India)
DOI: 10.4018/979-8-3693-2193-5.ch003
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Abstract
In the rapidly evolving landscape of marketing, data-driven decision-making has become paramount for organizations seeking a competitive edge. This chapter presents a comprehensive review of the applications and impact of business intelligence (BI) in the realm of marketing analytics. The research aims to elucidate the multifaceted relationship between BI and marketing analytics, explore the benefits and challenges, and provide insights into emerging trends. The study employs a mixed-method research design involving both qualitative and quantitative approaches, including an extensive literature review and surveys. It examines how BI tools and practices empower marketing professionals with data-driven insights for more effective decision-making and marketing strategy optimization. The chapter discusses key applications, benefits, challenges, and emerging trends in the integration of BI and marketing analytics.
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