Abstract
Marketing is an activity that advertising, selling, and delivering products to customers. Due to the advance of technology, marketing is starting to shift to digitalize which is digital marketing. Online marketing is a combination of marketing with the internet, digital media, and IoT. There is a lot of organization (SME) starting to do online marketing on different marketing to boost their sales. The adoption of business intelligence systems in online marketing has become one of the most important technological and organizational innovations in modern organizations, and it promotes knowledge dissemination and the cornerstone of business decision-making processes. Business intelligence is widely used in many sectors of the industry to smoothen the operation process. Besides that, business intelligence can identify new opportunities and implementing effective and feasible strategies based on data insights can provide competitive market advantages and long-term stability for companies to flourish. Business intelligence enables to predict based on the data used to help decision-makers to make a profitable business decision. This project will be analyzed and discuss the data collected from one hundred and eighty-one (181) respondents about the awareness and impact of using business intelligence in online marketing for in Penang. Lastly, this project will also discuss the framework of applying business intelligence in marketing based on the project objective to enhance employee (marketer) decision making.
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