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Marketing Information Systems: Turning Data into Decisive Action
In marketing, good instincts can spark ideas, but it’s solid information that turns those ideas into smart decisions. Today, relying on gut feelings alone is like steering a ship through a storm without radar. That’s where a Marketing Information System (MkIS) comes in: a strategic framework designed to deliver the right insights, at the right time, in the right format.
Definition
A Marketing Information System is “the configuration of people, equipment, and procedures deployed to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision-makers.” In simpler terms, it’s the company’s central nervous system for marketing intelligence — constantly sensing, processing, and delivering insights so leaders can act with precision.
The Four Subsystems of a Marketing Information System
1. Internal Records System
The Internal Records System is the company’s in-house heartbeat monitor. It captures operational data from across the organization — sales invoices, order…
