Mapping 4Ps Of Marketing with Business Intelligence: The Way to The Future of Marketing

Abstract

Data analytics is a field that employs business intelligence gain business insights for better and efficient decision-making process. Business intelligence has been recognised and embraced as revolutionary and disruptive technological breakthrough that will change, alter, transform, and redefine the ways stakeholders and managers perceive data analytics in the present scenario. In this research work, we investigated and explored the business intelligence literature from the perspective of marketing mix parameters. We highlighted and listed the data sources, techniques, methods, and applications associated with the 4Ps of marketing mix (“People”, “Place”, “Promotion”, and “Price”) which are also considered as the core of marketing intelligence.

The article’s primary objective is to highlight how the two different areas of business intelligence and marketing mix can be aligned together to support an organisation’s marketing decision making process or system. The paper suggests and defends the claim that organisations need to pay particular attention to the towards implementation and use of business intelligence applications. The research is limited in accordance to the authors' examination of the literature review, there hasn't been much research done on how business intelligence and marketing mix parameters can be mapped together. This area might use a lot more study. By concentrating on the relatively new interaction between business intelligence and marketing intelligence, this research is anticipated to be valuable. The authors anticipate that it will spark and boost important research potential for the future aspects.