Marketing Info Management Definition, Importance And Examples

Definition of marketing information

Marketing info management definition refers to the process of collecting, organising, interpreting and analysing significant market research data for redesigning a company’s strategies and plans. The data is often linked to results from past campaigns, additional analytics from marketing software tools, sales reports and expert insight from in-house teams.

Meaning of marketing Info management

The marketing team uses the gathered information to make successive decisions about future projects. They also use the marketing info management definition to create a business plan and directions where the products must be taken.

Marketing info helps to make the task easier to:

  • Find new focus areas
  • Justify budget allocations
  • Compare products and branding with competitors
  • Pivot existing strategy to a more efficient one
  • Forecast sales and growth potential 
  • Find out audience preferences
  • Predict and analyse seasonal industry buying cycles
  • Keep an eye on national, local or global industry trends
  • Know how the marketplace works and who are the main participants


  • Lack of systems for capturing, labelling and sorting of data
  • Efficient yet compliant workflow
  • Resolving outdated information and redundancies consistently or cleaning up data
  • Data storage and security
  • Balancing information accessibility and maintaining privacy considerations together
  • Expecting employees to follow the agreed-upon management practices

Track of Categories from Marketing Info Management

Although an organisation requires different data as per the needs of the project targeted. However, the common categories for marketing info management definition which are always counted and searched can be following:

Categories from Marketing Info Management
Categories from Marketing Info Management

Lead data 

Lead data refer to the potential customers in stages of marketing and sales funnel. They can be gathered from various internal and external ways like websites, vendors, marketing reports by consulting firms, social media, or other marketing channels from both organic and paid content.

Customer data

This involves the customer data who spent money on purchasing the product or service of the company. The marketing team can provide the analysis, however, sales and customer support can also help with insights. It further includes looking for trends, individual offers, long term clientele and demographics.

Target Audience

The combination of the above two categories discussed gives a better understanding of the brand to the company that can best appeal to most of the target audience. The new studies on demographics related to the industry are relevant to this category.

Why is Marketing Information Management important?

Companies require data relating to competitors, customer needs and marketing environment. As a result, a marketer collects information using tools and skills which support decision-making.

This leads to the formation of a system often termed a marketing information system or marketing information definition where data gets stored, collected, analysed and distributed according to the needs of various departments. Therefore, why is marketing info management definition important have followings reasons:

  • Develop strategies for future marketing plans
  • Analyse and organise the data results
  • Test product features
  • Monitor the target marketplace
  • Collect knowledge about competitive products
  • find out how the public perceives the company
  • To determine growth potential and market size that needs to be tapped
  • Know consumer preferences, tastes and attitudes

Advantages of Marketing Info Management definition

Companies forget or pay less attention to what and why the customers want and desire to buy. As a result, they end up making costly marketing errors. Therefore, the advantages of marketing info management definition prevent and helps business in increasing their profits and sales which are as follows:

  • track of current trends in the marketplace
  • information about who would buy the products
  •  gauge the potential for new ideas
  •  information about how the products need to be promoted
  • information about what products to produce
  • how to price products

Benefits of Marketing Info Management definition

There are ways in which marketing info management definition helps the company to grow like knowing business better, guidance for designing a product, improving operations and many others which are discussed as below:


The internal reporting placed by the company keeps a track of customer’s attitudes, demographics, and behaviour. Insights of customer level give a clear image of buying cycles as well as their profiles. Moreover, customer-based search and social media help to understand potential ones and the way they perceive the brand.

Outside forces 

Outside forces involve legal and regulatory risks. For example, privacy needs to be monitored if the system has insights about individual customers information. Moreover, if a business sells heavily regulated products (like medical services) or that impacts government trade policies then the company has to be updated with its technology.


The marketing intelligence ensures that the decisions made are based on specific market understanding whether niche or industry type along with the overall competitive landscape.

When this research is combined with economic forecasts and external trends, the company can use it to structure the market size and growth areas for the business using marketing info management definition.

Marketing Teams

The major beneficiary here is attained by the marketing teams. They can develop positioning and product messaging, determine the right marketing mix by comparing the succeeding with what’s already being used ad generate specific campaigns or track their success.

Therefore it becomes difficult to use the marketing info management definition as a system for guesswork to ensure decisions provides a strong understanding of return on investment. 

Improve understanding of the Business 

Marketing tracking systems and campaigns can be a narrow approach and have limited effectiveness when chosen in isolation. Therefore through proper marketing info management definition, one can study the research work and take concerning decisions with minimum errors.

Marketing Campaign
Marketing Campaign

Improve data access 

The marketing information definition itself states the storage of essential data and making it for use. Therefore, the tools of marketing decision support system like ANOVA analysis, time series, index numbers, linear programming etc, provides data access throughout the marketing system in the organisation.

Increase profit and sales

The marketing information management function helps to improve the bottom line. It provides an analytical basis that is strong for all aspects relating to the product, customer relationship management analytic or marketing initiatives. As a result, that create products client’s want and control costs.

Avoid crisis 

Since the marketing info management definition gives extensive external data inputs, they aid in avoiding getting unprepared by competitors or changes in the industry. Also, They maintain control over the company marketing systems where the budgets can be spent smartly with the minimum risk.

Drive product design

The information developed by marketing info management definition may be less valuable for product marketing teams. Also, Sector and competitive info help to derive the process of analysing for a niche market, messaging, determining product value proposition, product positioning, and pricing.

Therefore, when the organisation has records for sales trends and company potential areas or capabilities. Then there is a solid foundation for developing ideas for product packaging, features, pricing, promotion or delivery (marketing mix or elements of the marketing process ).


The marketing info management definition can ensure that throughout the organisation all the managers have a proper understanding of their sectors, and provide inputs into strategy development.

Furthermore, the marketing information management function can be used to detect which parts of the company are effective. Making an effort to support the bottom line and which are contributing towards the resources for growth.

Financial teams 

The marketing info management definition aids in driving the integration of accounting systems into a larger business. The integral part within the system of marketing information management function manages product distribution and inventory, along with the customer churn. Also, a strong interpretation of sales and industry factors helps the finance team to keep an eye on profit margins and drivers.

Customer-facing teams

Sales and account teams can gain an in-depth understanding of the customer needs and competitive landscape under the marketing info management definition. This will enable them to speed up the sales cycle and ways to get through more customers.

The marketing information management function target to ensure better service to customers and in addition focus on maintaining e-commerce customer relationship management or satisfaction by taking their feedbacks.

Marketing Info Management Examples

Marketing Info Management Definition
Marketing Info Management Definition

The common marketing info management examples are tropical houses. A company that markets and produces an innovative wood-based system to construct house models in short while. The executives of the firm want to launch additional functionalities. New models on regular basis but do not count market information to design plans accurately. 

As a result, they required a marketing info management definition where they created a new department. That was in charge of market data gathering and analysis. With permanent market plans, the company could review strategies periodically and be able to introduce new products in the market as well. Therefore more marketing info management examples are prevailing that benefits the companies differently.

Mistakes in Marketing Info Management definition

Marketing info management definition involves many missteps and ways how it can be avoided which are as follows:

Messy databases 

Failed updates, duplicate files and random mistakes search required or relevant information difficult. For example, adding annoyances like Ms. and Mrs. to separate, may duplicate the files for the same customer and create confusion. As a result, there needs to be a standard and set workflow form protocol in place especially in the case of large organisations or teams.

Privacy Issues

Consumer data privacy again becomes an important issue after the post-COVID scenario. The general population reconsiders the information they wish to share when the entire government system has fallen to foreign cyber attacks. Therefore, companies should protect the data they receive and remain compliant with trending regulations like website cookie permission requests.

Inconsistent tracking

Marketing info management definition may get overseen. As a result, to receive all the data from numerous resources, an organisation has to rely on the employees to follow the system. Also, This can be formulated by knowing ways how to conduct marketing info management definition by covering the plan in the training program, onboarding and follow-ups.

Marketing Information System 

A marketing information system or marketing information definition is a method or tool used by managers through which a systematic analysis, collection, storage and distribution of data is done from external and internal resources to the marketers continuously. 

Furthermore, the resources can be used from third party databases, marketing intelligence tools, owned data and additional marketing research. Also, the marketers can use the information to make decisions related to operations like a new product, promotion strategies, development and growth areas etc.

Briefly stated, if marketing info management definition answers to the what then the role of marketing information system answers how is it possible. 

Components of Marketing Information System

The role of marketing information system briefly explains four components of the system to know how it works and beneficial for the company.

Components of Marketing Information System
Components of Marketing Information System

Internal records

The company collects information from various internal records. The documents like transmit copies, invoices, dealers, sales representatives etc. reports of current inventory and sales level helps the marketing team to decide its objectives and future steps. Also, the Customer and product database or information at the data warehouse gets organise by experts to make relevant facts and figures.

Marketing intelligence system

This component belonging to the marketing info management definition provides the information regarding the external part to the organisation or happenings in the market concerning the marketing environment.

It involves competitor’s price strategy, changing trends, the customer wants and desires etc. Therefore, to keep the role of marketing information system updated companies work aggressively. Moreover, By proper training, motivation, maintaining good liaison with channels, knowing competitor, having loyal customers and use government data.

Marketing Research 

This role of marketing information system is played by finding out solutions to marketing problems by going through primary and secondary data. The secondary data becomes publicly available while the primary data needs to be collected by researchers. This organises via questionnaires, surveys, interviews, seminars etc. 

Marketing decision support system

It plays the concluding role of marketing information system where the data gathered is analysed through software programs used by the marketers. The computer is an electronic device that helps the company to store huge data. Also, apply statistical tools like hypothesis tests, correlation, regressions etc. After the interpretation, the marketers take the decisions that work best among the alternatives.


Therefore, it concludes that marketing info management definition includes a role of marketing information system which provides a system to store all data.

However, the marketing information management function has a broader concept to make decisions of the market research organised by the company. It includes distributing the information to the marketers. So that they can make future strategies and reduce mistakes to earn profits or reduce risk.

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