Marketing information and marketing intelligence: roles in generating customer insights

Abstract

Business cannot exist without customers. Companies require generating customer insights to know the requirements of customers. Collection of relevant marketing information and marketing intelligence forms the basis of knowing customers. The paper discusses about the various aspects of collecting marketing information and marketing intelligence for generating customer insights. It focuses on the application of marketing information systems in capturing information about customers. It discusses the ways in which marketing information, marketing intelligence, and marketing information systems work together to generate relevant customer insights. The paper focuses on the analysis of competitive intelligence to understand customers better. Finally, the paper emphasises that ethical practices need to be followed in analysing marketing intelligence. Proper utilisation of marketing information, marketing intelligence, and marketing information systems provides a direction for companies to generate better customer insights.