Today Business Intelligence (BI) plays a salient role in the promotion of digital
marketing. BI includes past, current and predictive market trends for future that boosts and directs business revenue. To propel business forward, it provides a host of disciplines and functions comprising reporting, online analytical processing, analytics, data mining, process mining, complex event processing, business performance management,
benchmarking, text mining, and predictive and prescriptive analytics. These disciplines enable the digital marketing interface of an organization to create and initiate gripping and compelling customer experiences based on customers’ behavioural patterns.
Business intelligence provides digital marketers with the capability to enhance customer engagements and their responses. Thus the latter are able to understand the different aspects of digital marketing in tandem with business intelligence:
- Digital data: collating all data from digital marketing sources
- Business data: compiling of business data with digital marketing data
- Data processing: integrating and managing data for information granularity
- Data warehousing: storing of data for analysis
- Analysis: reports on data mining and search engine marketing reveal demographic and behavioural analyses reveal customers’ search patterns
- Action and Forecast: decision on how marketers’ campaigns are faring across different marketing channels – paid, earned and owned.
This article focuses on how to avoid poor customer responses by discussing ways (as discussed in the points above) to generate sales and revenue via digital marketing. Several surveys report the loss of sales and revenue due to a lack of preparation while implementing digital marketing. This is where business intelligence with its various aspects or layers as discussed in the bulleted points comes into the picture. Digital marketing works in sync with business intelligence because the latter provides the groundwork for an organization to initiate business digital marketing.
In a nutshell, it is important to add that advertising, content and marketing strategies and behavioural analysis can make digital marketing a success. A firm needs to focus on online marketing campaigns and business intelligence reports can determine how online marketing efforts are (positively or negatively) affecting the bottom line.