Marketing Information Systems:
part 5
Course code: PV250
Dalia Kriksciuniene, PhD
Faculty of Informatics, Lasaris lab.,
ERCIM research program
Autumn, 2012
Timetable
Part 1: Oct.22 Mon 14:00–17:50 C525
Part 2: Oct.23 Tue 8:00–11:50 G101
Part 3: Nov. 05 Mon 14:00–17:50 C525
Part 4: Nov. 05 Tue 8:00–11:50 G101
Part 5: Dec.10 Mon 14:00–17:50 C525
Part 6: Dec.11 Tue 8:00–11:50 G101
Assessment session: 1-2nd week of January
2
Syllabus 4
• Marketing planning, process modelling
and decision making by using MKIS.
Tools &software, lab work: Marketing
plan Pro
3
Assignment 3
3rd team assignment and lab work training Marketing
planning and its linking to the
design of MkIS structure and processes of
the enterprise
Tools &software: Marketing plan Pro
4
Interrelationship of MIS, MkIS and IT concepts
Marketing IS concepts Management IS creation
concepts (O‘Brien, 1990)
IT concepts (O‘Brien,
1990), Zikmund et al 2003)
1 Integration of functional
modules
Management operations
processing
Transactional processing
2 Project and campaign Creating strategic
advantage
ERP (enterprise resource
planning)
CRM
Analytic applications,
EAI (enterprise application
integration), CRM
3 Value chain system
4 Competitive system
5 End-user „ad hoc“
support
6 Support for marketing
management processes
7 Marketing intelligence
system
8 Multidimensional MkIS
Decision making
support (DSS)
Expert systems (ES)
Executive information
systems (EIS)
Business intelligence
systems (BI)
data warehouses, data
mining, OLAP (online
analytical processing)
5
Marketing IS concepts
• 1 Integration of functional modules
• 2 Project and campaign
• 3 Value chain system
• 4 Competitive system
• 5 End-user „ad hoc“ support
• 6 Support for marketing management
processes
• 7 Marketing intelligence system
• 8 Multidimensional MkIS
6
1 Integration of functional
modules
• This concept is the most prevailling.
• MkIS modules are composed by creating collection of
functional modules, each of them designed for
specialized marketing-related function.
• The concept correspond to the theoretical works which
present marketing function of the enterprise as list of
activities and personal responsibilities
• The input information for each module is different and
related to functions (e.g. sales, customer service,
advertisement)
• Output- standardized reports and analytical possibilities
7
8
Example : SAP integrated system:
System modules are composed of various functional blocks.
2 Project and campaign
• This concept corresponds to the idea that marketing lacks
structure and rules.
• Each marketing activity is organized in an unique and
original way; unexpected and innovative solutions created
competitive advantage.
• It includes creating marketing campaigns, surveys of loyalty
and satisfaction are organized by applying project
management priciples
• Such type of systems have mainly general functionality (not
necessarily related to marketing).
• Examples- Microstrategy campaign module, marketing 4P
mix search
• This concept involves matching information and goal
9
M. Porter’s Five Competitive
Forces Model
11
3 Value chain system
• These are MkIS aiming effective supply of marketing
department by information from various sources emanatinng
in the enterprise value chain: warehouses, point of sales
terminals, mobile communications, call centres, etc
• Information from various sources is stored in data
warehouses for further analysis
12
The Value chain Framework (M.Porter)
Insert Fig 2-6 here
Source: Block and Segev (1996). Reproduced with permission of the authors.
4 Competitive system
• MkIS system has functionality which creates barrier for
competitors to entry.
• Functions are specialized for business
• Airline reservation (Smart Amadeus, SABRE),
pharmacy (SKS Vaistai, Microstrategy Inc., SAP),
parcel sending services (UPS)
14
5 End-user „ad hoc“ support
• Information supply for the“ad hoc” needs of the user
(high level , mid level managers)
• Include expert, executive information, rule based
procedures.
• Mainly are related to dashboards
15
6 Support for marketing
management processes
• MkIS modules for planning, control, audit, accounting
methods
• Information sources and methodology is selected by the
marketing specialist
• E.g. marketing planning software
16
Application of Quality Function
Deployment methodology for marketing
7 Marketing intelligence system
• Marketing knowledge and intelligence
management
• Includes methods and functions for
capturing information (surveys, social
network, transcation)
• Data mining methods, computational
intelligence for detecting hidden
relationships
18
8 Multidimensional MkIS
• Multidimensional MkIS is defined as a system,
created for providing information for marketing
management processes (decision support, planning,
control, organizing marketing activities), where the
input information, describing the marketing-related
phenomena, is transformed into multidimensional
space, and analysed along the following dimensions:
marketing relationships, knowledge and balanced
scorecard.
19
The levels of analysis in MkIS
• The analyzed MkIS can be applied for one or two levels
of analysis and only for partial presentation of situation
and dynamics.
• The most advanced systems from the multidimensional
point of view are the CRM systems, created for enterprise
relationships. They present possibility to map customer
relationships, connected with related information created
in various functional modules of the integrated system or
ERP (MS Axapta, Microstrategy, SAP).
• The software for control by interrelated indicators
(e.g.balanced scorecard, KPI, Six Sigma, etc.) is
implemented in several certified integrated systems .
• The control modules exist separately and cannot express
the marketing processes, situation and development in
enterprise, however they present possibility for their
conceptual integration into multidimensional MkIS.
20
Structure and functioning of multidimensional MkIS
21 / 22
In the marketing relationships dimension
the chart of main marketing relationships
gives logical view of enterprise marketing
structure.
The knowledge dimension of MkIS is
formed by attaching sources of information
related by context to the marketing
relationships.
The balanced scorecard dimension
implements the goals level, created for
feedback and control of the MkIS.
New conceptual element of MkIS
structure is the multidimensional
marketing relationship (MMR). It is
formed and parameterized at the three
dimensions of MkIS. 21
Structure and functioning of
multidimensional MkIS
• The understanding of vertical MkIS structure,
consisting of the set of multidimensional marketing
relationships, which can be formed and adapted for
each enterprise is used instead of traditional horizontal
MkIS structure, combined of operational modules of
various functionality.
• The functioning of MkIS is based on the decomposing
principle, where all the marketing processes and
activities are represented as groups of related MMR
22 / 22
22
The
multidimensional
MkIS structure
The existing MkIS
can be mapped as
parts of the
presented system
view
23
Information
equivalent of
marketing
management
Choice of
analysis period
Queries and
analysis methods
DB
Marketing
situation
Situation analysis
choice
Situation
evaluation
methods DBMarketing
management
process
Processes
decomposed
to MMR groups
Process DB
MMR groups DB
Life cycle status of
MMR
MMR operations
DB
MMR
MMR DB
Presenting
information
Information
presenting DB
Decision
Planning
Control
Organizing Control
MMR
Organizing
MMR
Decision
MMR
Planning
MMR
All MMR
Create new
MMR
Develop
MMR
Disconnect
MMR
Relationships
level
Knowledge
level
BSC level
Marketing
relationships
RM model
Groups
Subgroups
Informaton
sources
External
Internal Experiental
Methods of
information
search and
retrieval
Evaluation methods
Perspectives
BSC of
enterprise
Reports
Decisions
Activities
Alternatives
"Push" RegularAd hoc"Pull"
Process
performing
methods DB