What exactly is Marketing Intelligence?
Marketing Intelligence is a strategic approach based on gathering and analyzing information about market trends, consumer behavior and competitor activities. This process helps companies improve their marketing strategies and tactics. The main goals are to provide actionable insights and help companies make decisions in areas such as product development, pricing, advertising, and sales.
What sources and information are used?
Marketing Intelligence uses a variety of data and information about the market, consumers, products and their prices, and competitors. This data typically comes from a variety of sources such as market research (for example, consumer surveys), data providers, statistical agencies, and social media.
What are the technological foundations for marketing intelligence?
The technological foundations for Marketing Intelligence span a range of tools and platforms. These include proprietary Data Management Platforms (DMPs), data lakes, market research software and data analysis tools. These technologies facilitate the collection, organization and analysis of data necessary for marketing decision making.
There are many typical application areas for marketing intelligence. These include market segmentation, competitor analysis, product development and positioning, sales forecasting, and campaign planning. By leveraging Marketing Intelligence, companies can develop and implement a data-driven marketing strategy based on actionable insights that has the potential to strengthen the company’s market positioning.
Integrating iPaaS with Marketing Intelligence
iPaaS (Integration Platform as a Service) is a valuable tool in the arsenal of Marketing Intelligence. iPaaS is a cloud-based service that helps companies connect and integrate disparate applications, data and processes. On a business level, iPaaS offers several benefits.
First, it enables the automation of processes and the fluid exchange of information between different systems. This increases operational efficiency and reduces costs.
Second, it helps improve data quality and accuracy by helping eliminate errors and inconsistencies. This leads to more reliable insights and decisions based on accurate data.
Third, iPaaS can reduce time-to-market by enabling faster and more efficient processes to bring new products and services to market more quickly.
Finally, iPaaS helps gain a unified view of the customer by enabling the integration of customer data from multiple sources. This enables deeper and more accurate segmentation and targeting, which can ultimately lead to improved marketing strategies and higher revenues.