Steps involved in designing and developing marketing information.

 

               

                                                                              

Marketing information system(MIS)

is a continuing and interacting structure of people, equipment and procedures, to gather, sort, analyze, evaluate, and distribute pertinent, timely and accurate information for use by marketing decision make us to improve their marketing planning, implementation, and control .Marketing  information system is a management information system designed to support marketing decision making, information systems have to be designed to meet the way In which managers tend to work .Jobber (2007) defines marketing information system  as a system  in which marketing data is formally gathered, stored, analyzed and distributed to managers in accordance with their informational needs  on a regular basis.

 The following are the steps involved in designing and developing marketing information system;

Determine what metrics to include in your marketing information system;

this is said to be very important step in creating marketing information system, marketing metrics are what marketers use to monitor, record and measure progress over time metrics are used to measure progress towards short and long-term goals and objectives. Every area of the business has specific metrics to monitor for example Finance team track revenue metrics like customer acquisition cost. Marketing metrics are important in information system because it helps to get data to support decision made and budget allocation.

Gather relevant data;

 it is a process of collecting data for business use, these data come from two sources which are internal sources and external sources where by internal sources involves sales records, accounting figures, website analytics and other data comes from external sources like customers, competitor results, economic metrics and so on, these data are collected through different ways like surveys, online tracking, observation and others.

Plot data (Graph the data);

by plotting data in a systematic way  will help to bring clear information of data to the customers, as it is very difficult to make decision based on raw data because sometimes it shows invisible patterns that may indicate wrong  appropriate. Therefore plotting data help to allow managers to quickly make changes in critical metrics over time also plotting data makes the job easier. So visualization  of data is very important in marketing information system.

Communicate results;

 in this step, not everysone will understand tables of raw data or even visualizations interpretation is required step by step to make people understand their business trend is  whether they are making profits and rise or they are making  loss, so as they can find a solution on how to improve their business, so the results should be spoken so as each one can understand the level he or she is.

Make marketing decision;

this is among the final steps of making information system

 

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