Using business intelligence in marketing analytics

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Using business intelligence in marketing analytics

Using business intelligence in marketing analytics

Matt Mueller, President, CBIG Recruiting & Staffing

I am an MBA student considering a specialization in business intelligence (BI). Unfortunately, I am not a very technical person. My strength is marketing and I was under the assumption that BI will help me become a better marketer. Is it a wise decision for me to study BI for three weeks?

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I do think BI will help you become a better marketer. Marketing analytics has become an important area for many organizations. Understanding a company's customers and buying patterns is critical, so I think is was very wise to study BI and continue to do so. You don't have to be the one who builds the backend of the marketing analytics system -- you could work closely with the developers to ensure the system will produce the appropriate business information.

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This was first published in November 2008

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