Dylan's BI Study Notes

My notes about Business Intelligence, Data Warehousing, OLAP, and Master Data Management

Marketing Intelligence

Business Drivers

You use the Marketing Intelligence to

  • Identify high-potential customer segments that maximize the ROI
  • Identify products most likely to appeal to different customer segments
  • Identify up-sell opportunities
  • Determine the effectiveness of marketing campaigns
  • Understand which message, package and vehicle works best on each customer segment
  • Measure the ROI of each campaign, track the gifts and program costs