A Conceptual Framework on Optimizing the Use of Marketing Information

Abstract

Information is a key component of marketing decision making. Arguably, the information available to decision makers affects the quality of the decisions they make. However, the information technology revolution has ushered in an information explosion and overload for decision makers. Hence, there seems to be room to add frameworks which explain how the optimum use of the available information can be achieved. The aim of this paper is to assess the factors explaining the optimum use of marketing information systems and to suggest a conceptual framework. A literature review was conducted and the resulting conceptual framework suggests that (a) marketing information strategy; (b) critical success factors; and (c) alignment; are the main factors that influence the quality of a marketing information system and in turn the usability of its information, and therefore the optimum use of available information. Hence, the paper suggests that these variables and illustrated relationships can be manipulated to enhance the optimization of marketing information systems.