Abstract
The companies that apply the concept of business intelligence in their marketing decisions in some of the following ways were included in this study: at the level of the entire system or specific marketing strategy of companies (e.g. marketing department, research development, commercial, etc.), apply business intelligence only in certain marketing processes or projects, used in business from the technology and platform for data warehouse, data mining, OLAP tools, using advanced analytical techniques of simulation and visualization applications. Variables examined were categorized into four groups: business intelligence, supply chain management, information visibility and integration. Factor analysis was used to facilitate the connection of these groups of variables, i.e. reduction of number of variables. Then, we tested the correlation between the newly formed variables. There was a significant statistical correlation between business intelligence, supply chain management, information visibility and integration among the partners in the production chain. ANOVA was conducted to compare differences in the mean values of variables in relation to the activity, size and legal form. This paper will analyze the relationship between business intelligence and supply chain management for strategic and tactic marketing decisions.
Highlights
In the context of this research business intelligence is seen as a concept of conscious, organized, continuous, legal and legitimate gathering, analyzing and using data and information for strategic and tactics marketing decisions
The basic hypothesis of the research is: Correlation concept of business intelligence and supply chain management is significant in making marketing decisions in order to preserve and strengthen marketing position
As can be discerned from the table above, in all cases there is a statistically significant correlation between variables that are related to business intelligence and variables related to supply chain management (p < 0.001)
Summary
In the context of this research business intelligence is seen as a concept of conscious, organized, continuous, legal and legitimate gathering, analyzing and using data and information for strategic and tactics marketing decisions. While researching on the orientation on supply chain and supply chain management, companies selected were those which have been able to confirm that they have at least one link in the supply chain in order to be included in the sample. They were supposed to be active when applying business intelligence for marketing function
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