Full name: NGUYEN Thuy Quynh

Student number: 21512553

Class: MIB 2015-2016

Strategic Diagnosis Business Intelligence and Marketing Intelligence

1. Introduction
Nowadays, corporate decision makers receive a massive amount of data from variety of sources.
The problem is how to sort, store and analyze available data in order to get useful information.
For the last decades, with the growth of information system, business intelligence and market
intelligence have become the powerful tools for managers to analyze, understand and use
information so they can have an insight of the corporate and the market.
2. Development
2.1. Business Intelligence
2.1.1. Definition
Business Intelligence (BI) is a set of theories and techniques that help companies to
analyze the raw data collected mostly from internal network (for example, sales,
purchases, inventories, website visits, returning clients, new customers, etc.), and
transform it into meaningful information in order to see the company performance.
2.1.2. Business intelligence usage
Company can use business intelligence in form of:
-

Business Operation Reporting: Daily/weekly/monthly/quarterly operation reports are the

most common form of business intelligence. They provide information about the actual
performance of business and how far it has reached the goals.

Dashboard: This is a data visualization tool that displays the status of metrics and key
performance indicators (KPIs) at a specific point in time for an enterprise. The dashboard
need to be easy to understand at a glance.

Forecasting: Forecasting is necessary to tackle the change of business environment. No

one can be sure of what is coming in the future but base on the historical data, we can

Full name: NGUYEN Thuy Quynh

Student number: 21512553
Class: MIB 2015-2016

analyze recurring and nonrecurring information and have predictions about what to be
anticipated.
-

Multidimensional analysis: It is a data analysis which takes into account many different
relationships. Multidimensional analysis tools slicing and dicing the data to allow it to be
viewed easily from many different perspectives.

2.2. Marketing Intelligence

2.2.1. Definition
Market Intelligence (MI) is a set of theories and techniques that help companies to analyze data
from variety sources (for example, sale force, channel, social media, customers advisory panel,
market research agency, etc.) and turn it to meaningful information in order to comprehend what
is happening in the market place, how competitors are doing, what customer are doing, etc., and
to prepare marketing strategies.
2.2.2. Marketing intelligence usage
Marketing intelligence can be used to:
-

Enter a new market, or expand presence in an existing market: understanding about

markets (potential competitors, possible customers, trade barriers, localization
knowledge, price competition, etc.) can help companies to choose the right market entry
strategy and market expansion strategy.

Develop new products, or adapt products to customer preference: knowledge about

customer behaviors help firms to develop marketing mix that meet customer needs.

Tailor marketing effort to customer preference: customers from different places have
different needs and tastes, market intelligence provides information about these variances
so companies can adjust their marketing activities to be suitable locally.

Establish and maintain a distinctive brand identity: understanding about existing and
potential competitors supports in building brand awareness and brand loyalty.

Reduce the risk of an investment decision: without market intelligence, an investment can
be very adventurous.

Full name: NGUYEN Thuy Quynh

Student number: 21512553
Class: MIB 2015-2016

3. Conclusion: Business Intelligence vs. Marketing Intelligence

In comparison, Business intelligence is about what and how your company is doing. Meanwhile,
Marketing intelligence is about the whole industry you are in, about whats going on with your
company, your competitors, your customers, etc. Together, Business Intelligence and Marketing
Intelligence give executive managers the overall picture of company performance in the given
market. They both help managers to make easier, faster and more accurate decisions.

Bibliography
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Arline, K., 2015. Business News Daily. [Online]
Available at: http://www.businessnewsdaily.com/4697-market-intelligence.html
Igbaekemen, G. O., September 2014. Marketing intelligence as a strategic tool for competitive edge.
British Journal of Marketing Studies,Vol.2, No.5, pp. 17-34.
Morton, J., 2012. Shift Central. [Online]
Available at: http://www.shiftcentral.com/blog/bi-vs-ci-vs-mi
Palermo, E., 2013. Business News Daily. [Online]
Available at: http://www.businessnewsdaily.com/4692-business-intelligence.html
Thomson, J., 2012. Shift Central. [Online]
Available at: http://www.shiftcentral.com/blog/how-do-you-use-market-intelligence-similar-companiessame-markets-very-different-approaches