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By Marketers. For Marketers.

Marketing decisions have been based on sales system-generated information that offers a tunnel-vision view of the marketing activities and which tends to be more relevant for Finance than for Marketing. Monthly (or quarterly) sales reports are what currently constitute business intelligence, and marketers are expected to use "drill-down" reports (by region, by district, by location, by sales person...) in order to evaluate past marketing activities and to actually plan the next steps. Information that is neither timely nor relevant for making sound marketing decisions can only have a negative effect on the marketing activity being planned.

 

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