Information management

Monitoring the marketplace and making sense of the vast quantities of data available has become a priority for businesses; the data is crucial for digital marketing, which is taking on increasingly sophisticated forms. Most businesses have a system in place for managing information—and the most successful ones use data not only to monitor day-to-day performance at every level, but to predict future outcomes and plan accordingly.

External

Outside the business, data flows in from production, supply chain, sales outlets, partners, and customers.

Production

Supply Chain

Sales outlets

Legal system The legal system ensures the use of data adheres to privacy and other laws.

Partner

Customer

Internal

Operations

Finance

Human Resources

Marketing and IT The marketing and IT departments are at the center of information management. They are responsible for collecting and analyzing data, and then reporting their findings to executives.

• Analysis
• Forecast

Executives

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TRANSFORMING DATA INTO DECISIONS

With relevant data easily accessible a business can identify its strengths and weaknesses in order to improve its processes and operations, as well as its customer relationships.

Source raw data Gather customer data.

Store information Store data via data warehousing.

Access knowledge Retrieve data with business intelligence tool.

Gain insight Examine data using business analytics.

Make decisions Plan and budget for future outcome.

7%
of organizations employ a chief digital officer