Marketing and Business Intelligence

Marketing is becoming more analytical as more performance data is available, as best practices are established, and as better analysis tools come to the market. Business intelligence (BI) software is one of the tools that can be used to improve marketing reporting.

Marketing Scorecard

A BI project for marketing often starts with creating a marketing scorecard that contains all metrics and KPIs that are relevant for your marketing organization. This scorecard should contain metrics for the various aspects of your marketing department, ranging from awareness measurements, to leads and lead conversion and marketing ROI.

BI & Marketing Reporting

Once you have established the scorecard, Business Intelligence software can be set up to collect all necessary data and store it in its database. Data snapshots are taken, so you have access to the full history. Based on this data warehouse, a wealth of reports are available that each can be customized to fit each employee’s needs. It often starts with a high-level overview, but also provides the opportunity to drill down into more detailed reports.

Learn More About Marketing and Business Intelligence

Business Intelligence is a powerful tool, so it could be a little overwhelming at first when applied to analyze marketing processes. We can give you some example and other resources to learn more about marketing and BI: