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The Synergy of Management Information Systems and Predictive Analytics for Marketing
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Author(s): M. Lishmah Dominic (Annamalai University, India), P. S. Venkateswaran (PSNA College of Engineering and Technology, India), Latha Thamma Reddi (Independent Researcher, USA), Sandeep Rangineni (Pluto TV, USA), R. Regin (SRM Institute of Science and Technology, Ramapuram, India)and S. Suman Rajest (Dhaanish Ahmed College of Engineering, India)
Copyright: 2024
Pages: 15
Source title:
Data-Driven Decision Making for Long-Term Business Success
Source Author(s)/Editor(s): Sonia Singh (Toss Global Management, UAE), S. Suman Rajest (Dhaanish Ahmed College of Engineering, India), Slim Hadoussa (Brest Business School, France), Ahmed J. Obaid (University of Kufa, Iraq)and R. Regin (SRM Institute of Science and Technology, India)
DOI: 10.4018/979-8-3693-2193-5.ch004
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Abstract
In the ever-evolving landscape of modern marketing, the convergence of management information systems (MIS) and predictive analytics has become a potent force. This chapter explores the transformative potential of combining MIS infrastructure with predictive analytics techniques to reshape marketing management. Predictive analytics, utilizing historical data and machine learning, empowers organizations to forecast future trends, customer behavior, and market dynamics. MIS, as the information backbone, facilitates the collection, processing, and dissemination of data for strategic decision-making. Marketing, once reliant on intuition, has transitioned into a data-driven discipline. This synergy enables businesses to not only understand past performance but also anticipate and respond to the dynamic demands of the marketplace. However, seizing this opportunity is not without challenges. Success hinges on the alignment of technical capabilities, organizational structure, and strategic vision with the digital landscape's evolution.
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