THE INFLUENCE OF BUSINESS INTELLIGENCE ON DIGITAL MARKETING AND THE ECONOMIC SITUATION OF THE ENTERPRISE
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
Information systems are becoming an essential part of every business. Their main purpose is to facilitate the work of managers at various levels of management, as well as other employees. They allow them to orient in a large amount of information and data arising from the business. The paper provides an argument for positive impact of using BI on the economic situation within the enterprise and hence, the positive impact of BI on digital marketing of the company. It contains a definition of Business Intelligence (BI), digital marketing, the economic situation of the company, from the point of view of BI informatics manager and its use to improve the digital marketing and other aspects that influence on the economic situation in the company. Characteristics of BI are elaborated in the literature, so this contribution focuses on the characteristics by various experts in the field. It contains a definition of the term economic situation within the enterprise of the undertaking, since according to the survey, in the publication resources are documented by financial-economic analysis. The paper identifies areas of information and knowledge for which BI provides data and information to improve the digital marketing as well as the whole economic situation of the company. It mainly deals with digital marketing, customers, products and services and §supplies.
Authors and Affiliations
Mária Ďurišová, Lukáš Falát, Eva Malichová
Keywords
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