Using Marketing Information Management to Make Data-Driven Decisions

July 25, 2023
7 minute read

In today's marketing landscape, we are fortunate to have access to a vast amount of information about our target audience. 

Gone are the days of blindly spreading our message and hoping it reaches the right people. With the wealth of available data, we can tailor our marketing efforts to specific demographics and preferences. By staying up-to-date with user sentiments and industry movements, we can quickly adapt our strategies and capitalize on emerging opportunities.

In this article, we'll talk about marketing information management and how you can make the most out of valuable insights from data.


What Is Marketing Information Management?

Marketing information management is defined as the practice of compiling, organizing, and storing data related to marketing efforts. Done right, companies can gain valuable insights into their target audience, sales performance, and the effectiveness of their marketing campaigns


4 Components Of A Marketing Information System

Marketing information systems (MIS) are systems used to collect, analyze, and distribute valuable data about customers, competitors, and market trends. By utilizing MIS, companies can gain a deeper understanding of their target audience, identify new opportunities, and make informed decisions to drive their marketing strategies

Furthermore, MIS can help streamline marketing processes, increase efficiency, and improve overall business performance.


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Marketing information systems may contain three types of marketing data: internal data, competitive intelligence, and marketing research. These are maximized through the four MIS components: internal reporting, marketing research system, marketing intelligence system, and MDSS.

Internal Reporting

One of the key components of a marketing information system is internal reporting. It’s a way to collect and organize information from day-to-day operations (eg. sales reports, campaign results, etc.) and organizational results.

Internal reporting provides valuable insights into the performance of various marketing activities and helps in making informed decisions. 

By collecting information on marketing from different departments, such as sales, finance, and customer service, businesses can gain a comprehensive understanding of their marketing efforts. This information can then be used to identify areas of improvement, track the success of marketing campaigns, and align strategies with organizational goals.

Marketing Research System

One crucial component of a marketing information system is the marketing research system. This system plays a vital role in gathering and analyzing data to provide valuable insights into specific problems and opportunities.

By conducting market research, businesses can identify customer needs, preferences, and expectations, which ultimately helps them tailor their products or services accordingly. 

Marketing Intelligence System

It is important to note that the marketing research system differs from the marketing intelligence system. 

While both play a crucial role in gathering information about marketing, they serve different purposes. The marketing research system focuses on collecting data on specific problems through research methods, such as surveys, interviews, and data analysis. 

On the other hand, the marketing intelligence system involves monitoring and analyzing external sources of information, such as market reports, industry publications, and competitor analysis. It has more to do with observing business and industry environments to be on the lookout for information that could affect business results and operations. Examples of these can be spotting upcoming trends and general audience sentiments on relevant issues.

Marketing Decision Support System (MDSS)

A Marketing Decision Support System (MDSS) is a software tool that helps marketing professionals make informed decisions by providing them with relevant and timely information. It combines data analysis and modeling capabilities to assist in marketing planning, forecasting, and decision-making processes. MDSS enables marketers to analyze market trends, customer behavior, competitor activities, and other factors that impact marketing strategies. It helps in identifying opportunities, optimizing resource allocation, and evaluating the effectiveness of marketing campaigns. 

Some examples of MDSS include customer relationship management (CRM) systems, marketing automation software, and business intelligence tools. These systems gather data from various sources, process it using advanced analytics techniques, and present it in a user-friendly format to support marketing decision-making.

Marketing Information Management Examples

Marketing information management involves gathering, analyzing, and utilizing data to make informed decisions and improve marketing strategies. 

One example of effective marketing information management is the use of customer surveys and feedback. By collecting feedback from customers, businesses can gain valuable insights into their preferences, needs, and satisfaction levels. This information can then be used to tailor marketing campaigns and product offerings to better meet customer demands. 

Another example is the use of data analytics tools to track and analyze customer behavior. By tracking metrics such as website traffic, social media engagement, and sales conversions, businesses can identify trends and patterns that can inform their marketing efforts. 

Overall, marketing information management plays a crucial role in helping businesses stay competitive in today's fast-paced market.


Importance Of Marketing Information Systems

Organized And Easy Access To Information

One of the key benefits of market information management is the ability to have organized information at your fingertips. With the right systems in place, teams can easily categorize and store data, making it readily available whenever it is needed. This eliminates the time-consuming task of searching through numerous files and documents to find the necessary information. Instead, teams can quickly access the relevant data and focus their efforts on analyzing and utilizing it effectively.

Increased Business And Audience Understanding

By managing marketing information effectively, teams can gain a deeper understanding of their target audience and their preferences. This enables them to tailor their products or services to meet the specific needs and desires of their customers, resulting in increased customer satisfaction and loyalty.

Furthermore, marketing info management helps teams identify emerging trends and opportunities in the market. By keeping a close eye on consumer behavior and market dynamics, businesses can spot new opportunities for growth and innovation. This allows them to stay ahead of their competitors and capitalize on market trends before they become mainstream.

Objective Decision-Making

Having an objective approach to decision-making is crucial in today's fast-paced and competitive business environment. By relying on data-driven insights, teams can avoid making decisions based on personal biases or subjective opinions. 

Marketing information management enables teams to gather accurate and relevant information, allowing them to make decisions that are based on solid evidence rather than assumptions.

Furthermore, marketing information management allows teams to identify opportunities and potential risks in the market. By monitoring customer behavior, analyzing market trends, and keeping an eye on competitors, teams can stay ahead of the curve and make proactive decisions. This proactive approach can give businesses a competitive edge and help them adapt quickly to changing market conditions.

Aligned Perspectives

When teams have access to accurate and up-to-date information, they can align their strategies and marketing goals more effectively. This alignment ensures that everyone is on the same page and working towards a common objective.

In addition, having aligned insights and perspectives through effective marketing information management also promotes collaboration within teams. When team members are all working from the same set of data and information, it fosters a collaborative environment where ideas can be shared, discussed, and refined. This collaboration leads to more innovative and effective marketing strategies.

Constant Improvement

Constant improvement is key in today's dynamic and ever-changing business environment, and marketing information management is the tool that enables teams to stay ahead of the curve.

By collecting data on customer preferences, buying habits, and market trends, teams can gain valuable insights into what works and what doesn't. These insights allow them to make data-driven decisions that are more likely to yield positive results.

Additionally, by continuously monitoring and analyzing data, teams can identify areas for improvement and make necessary adjustments to their marketing strategies.

Justification Of Marketing Budgets And Initiatives

One of the main reasons why marketing information management is important is that it provides teams with the evidence they need to justify their marketing budgets. By analyzing data on customer behavior, market trends, and competitor activity, teams can determine the most effective ways to allocate their resources. This allows them to make strategic decisions about where to invest their marketing dollars, ensuring that they are getting the best possible return on investment.


How To Build A Marketing Information Management System

Identify Goals And Objectives

The first step is to clearly identify your team's goals and objectives. What do you want to achieve? By setting specific and measurable targets, you can better track your progress and make informed decisions.

Select Key Metrics

Once you have defined your goals, it's time to identify the key metrics that will help you measure the success of those goals. These metrics will serve as benchmarks and indicators of performance, allowing you to evaluate your efforts and make adjustments if necessary.

Set Up Measuring Tools

Once you have identified your key metrics, the next step is to put the necessary tools in place to measure them. This may involve investing in software or technology that can track and analyze data, such as customer relationship management systems or analytics platforms. These tools will provide valuable insights into your marketing efforts and help you make data-driven decisions.

Define Processes

In addition to having the right tools, it's important to establish a clear process for compiling, organizing, reporting, and archiving your marketing information. This will ensure that everyone on your team knows how to gather and store data effectively, and that information is easily accessible when needed. 

Consider the formats in which you want to present your reports and the frequency at which you want to review and analyze them. By having a well-defined process in place, you can streamline your marketing information management and make it more efficient.

Create Archive Organization Systems

Once you know the information to collect and you have the means to collect and organize them, it's now time to focus on how to store this valuable data in an organized and easily-accessible manner. Creating archiving organization systems is key in ensuring that you can easily retrieve the information whenever you need it. Consider implementing a naming convention and organizational protocols that make sense for your specific needs. This will save you time and effort in the long run.

Redundancies can be a hassle and waste valuable storage space. It is important to have a system in place to check for redundancies and address them appropriately. It’s also essential to record any changes that occur through change logs.

Ensure Data Security

In addition to organizing your data, it is crucial to prioritize data security. Protecting your information from unauthorized access is essential for maintaining confidentiality and preventing data breaches. Implement proper data security measures and carefully manage access to your archives. By doing so, you can ensure that only authorized individuals have access to sensitive information.

Constantly Evaluate And Adjust

Building a marketing information management system is an ongoing process when you’re a marketing information manager. As your goals and objectives evolve, so should your metrics and tools. By continuously evaluating and refining your system, you can stay ahead of the game and make data-driven decisions that will drive the success of your marketing efforts. 

Stay proactive in assessing the effectiveness of your archiving organization systems, security measures, redundancy checks, and recording processes. By regularly reviewing and refining these systems, you can ensure that your data remains organized, secure, and easily accessible.


How You Can Use Workamajig In Marketing Information Management

Workamajig is a powerful tool that can be used for marketing information management. It stands out as the only project management tool specifically designed for marketing teams. 

With Workamajig, you can conveniently manage all your campaign and agency information in a single location. This includes everything from budgets to projects, tasks, and even the people involved in your marketing initiatives. By centralizing all this information, Workamajig simplifies the process of keeping track of your marketing efforts.



Source: How To CreateThe Most Compelling Project Dashboard (Workamajig)


Another standout feature of Workamajig is its intuitive dashboards. These dashboards provide a clear and concise overview of the most important information related to your marketing projects. By having this information readily available at a glance, you can make informed decisions and stay on top of your campaigns. Whether it's monitoring budgets, tracking project progress, or assessing task assignments, Workamajig's dashboards allow you to access critical data in real time.

In addition to its organizational capabilities, Workamajig also ensures that all your information is easily accessible to both your team members and clients. Collaboration is key in any marketing endeavor, and Workamajig facilitates seamless communication and collaboration by providing a centralized platform for all stakeholders to access and contribute to relevant information. This promotes efficiency and transparency within your marketing team, ensuring everyone is on the same page and working towards a common goal.

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