Impact of Marketing Intelligence on Effectiveness of Decision Making: An Empirical Study

Abstract

Using an empirical investigation, it was determined how marketing intelligence affects the efficiency of decision-making in firms. The study concentrated on the beneficial effects of using marketing intelligence tools on decision-making procedures and organisational performance. The findings demonstrated that marketing intelligence significantly enhances the effectiveness of decision-making. Also, the study pinpointed key marketing intelligence elements that are particularly beneficial in boosting decision-making effectiveness, such as competitor analysis, customer analysis, and market analysis. The results highlight the value of marketing intelligence in firms' strategic planning and decision-making procedures. The study's findings provide managers and executives with insightful information, emphasising the necessity of using marketing intelligence tools and approaches to increase decision-making efficiency and, ultimately, organisational performance.