Business intelligence in marketing is a technology-enabled process of collecting, preparing, analyzing, interpreting, and presenting business data to help decision-makers optimize marketing campaigns, improve customer engagement, and achieve maximum conversions.
In the face of fierce competition, companies should put aside reactive efforts and assumption-based marketing tactics and start using data to develop informed customer-centered marketing plans. Business intelligence comes into play to provide the required data-driven insights essential for guiding the marketing process and building a winning marketing strategy.
