mkis power points

7/31/2019 Mkis Power Points

1/32

MEASURING THE

EFFECTIVENESS OF

MARKETING

INFORMATIONSYSTEMS


2/32

GROUP MEMBERS

LAU CHENG SHYANG AH100236

NASILAH BTE BUHERA AH100245

NOOR AMALINA BTE AHMAD MALIKI AH100247

NOORAIN BTE MOHAMED NOR AH100249

NORHILDAYU BTE MOHD MORTAR AH100250

ROSMANIZA BTE AHMAD AH100254

TOH YONG SENG AH100259

YONG SHEIH YIIN AH100260


3/32

1.OBJECTVE

2.STRENGTHS

3.WEAKNESSES

4.LESSONS


4/32

OBJECTVE

design and

empirically

validate aninstrument

for

measuring

theeffectivenes

s of an

marketing

information

system

(MKIS).

improvements & he

support of marketing

staff.achieve of better

customer knowledge

and market

responsiveness

internal and external

core dimensions ofMkIS effectiveness will

be highly interrelated

The proposed measure

of MkIS effectiveness

can explain a

significant amount ofthe variance in

organizational

effectiveness.


5/32

OBJECTIVE

design and empirically

validate an instrument

for measuring the

effectiveness of marketing

information system(MKIS)

MKIS designed to solve

many of the problems


6/32

Procedural improvements and the

support of marketing staff

The sub-section External dimensions of

MkIS effectiveness identifies a secondimportant aspect of MkIS effectiveness: the

extent to which the system contributes to the

improvement of the companys externaloperations. Accordingly, a second research

proposition is advanced for investigation.


7/32

The achievement of better customer

knowledge and market responsiveness

The literature reviewed in the sub-section Interrelationships

among internal and external dimensions of MkIS effectiveness

shows that management must maintain control over the

necessary organizational re-engineering in response to the

changes accompanying implementation of the MkIS while

concurrently fostering the organizational openness and

decentralized decision making that encourage staff to take

initiatives. Thus, a third research proposition is advanced for

investigation.


8/32

The internal and external core dimensions of

MkIS effectiveness will be highly interrelated

The sub-section of the review relating to concurrent

validity suggests that an effective MkIS will have animpact on all four aspects of organizational

effectiveness.

Hence, any measure for assessing the effectiveness

of a MkIS should be able to explain a significant

amount of variation in organizational effectiveness.


9/32

The proposed measure of MkIS

effectiveness can explain a significant

amount of the variance in

organizational effectiveness

Confirmation of significant

amount of the variance in

organizational effectiveness will

provide evidence of the proposed

measuring instruments concurrentvalidity


10/32

STRENGTHS


11/32

Systematic procedure

Abstract

Introduction

Literature review

Internal & external dimension of MKIS effectivenessInterrelationships among internal and external dimensions of

MKIS effectiveness

MKIS and organizational effectiveness : concurrent validity

Methodology

Data collection

Data analysis

Discussion

References


12/32

improve performance of

Customer Relationship

Management (CRM)

CRM consists of sophisticated software and

analytical tools that integrate customer information from all

sources, analyse it in depth, and apply the

results to build strong customer relationship.

It can build a well-defined picture of

customers needs


13/32

The Information processing becomes faster and the companys

management is able to relate pertinent information from different

sources within the organization. Such information would bealmost impossible to bring together in a meaningfully and

integrated fashion without the necessary IT infrastructure.

The purpose of MkIS applications is to integrate inputs from

various organizational functions into a holistic and meaningful

map of companys activities, depicting its interactions with

suppliers, customers, and so on.

Improve in the reporting system


14/32

The ability to monitor a companys market environment moreeffectively, specifically with respect to customer relations, and

thus to assist managers and salespeople in meeting their

marketing objectives.

These ability make organization better understands the needs

and wants of the customers it target, which in turn allows it torespond more effectively to their expectations.

This is because a clear marketing strategy and the necessary

intelligence support from IT allows it not simply to monitor

transaction but, more importantly, to understand the individual

behind the transaction.


15/32

Developing marketing plans

Monitor a companys market environment more effectively, specifically

with respect to customer relations, and thus to assist managers and

salespeople in meeting their marketing objectives

Discussed marketing intelligence system - MKIS to impact on decision

making and the designing of formal marketing plans and programmes.

Improving the effectiveness and the efficiency of the marketing and

communication efforts.

Having identified this significant gap in the literature, this study set out to

contribute to its resolution by examining and empirically validating an

instrument to capture the notion of effectiveness in an MKIS.


16/32

Improve functional ( department) effectiveness

Information processing becomes faster and the

companys management is able to relatepertinent information

Improvement of job descriptions and the nature

of the tasks that marketing employees must

accomplish


17/32

Encouraging decentralized decision

making

Ability to innovate implementing such changes requires that

the management retains control over the organizational re-engineering that these changes bring about while, at the same

time, promoting openness and encouraging employees to take

initiatives by encouraging decentralized decision making.

Apparently straightforward construct is in fact fairly complex,because it is difficult to systematize the effect of the systems on

the entity of the organization and its operations.


18/32

Increasing company profitability

Improvements in the implementation

of the marketing strategy is increased

company profitability.

Support a significant correlation between the

adoption of MkIS systems and the companys

profitability to reduce operational cost by increasingproductivity and the efficiency of employees and

managers use of their time.


19/32

Improve the communication

IT-based MkIS can help to improve internal

communication between colleagues in the

marketing department and other functional units

alike, since communication becomes easier and

faster and also reducing the scope for conflictbetween employees and managers


20/32

Better knowing characteristics of

customer

Market-orientation research stream improves the companys

ability to align its outcome according to the conditions of its market

and to become more effective in determining customers needs and

preferences.

Handle customer reception and service-related operations more

smoothly and to cope more effectively with peaks and troughs in

demand so the company can always fullfil customer demand.

Customer relationship management (CRM) will keep all

customers information and able the company to target promotions

to likely buyers, facilitate sales efforts, and deliver better customer

service.


21/32

WEAKNESSES


22/32

Limitation of the study

The sample size is too small.

This case has not been free of

limitation.

It limit the generalization of our

findings to other sectors.

Research only focus on single-

industry and single-country.


23/32

Figure

If the reader have no knowledge in

statistics cannot understand thefigure using in measure effectiveness

of MKIS.

There is no concrete figure for theoutcome of analyzing process.


24/32

Reliability of the information

The data collected from a

broader study of five-

stars hotels in Greece. Data being collected and

analyze at around April

2006 - May 2007.We have to update the

following information.


25/32

Limited data sources

The article do not mention about :On-line analytical processing (OLAP)

Data mining

Geographical information systems (GIS)

These 3 tools access large databases to help the

company to make decision.


26/32

LESSONS


27/32

i. consider various elements of

effectiveness when

measuring effectiveness of a

system

ii. Concerning the

interrelationships among

the distinct dimensions of

an MKIS

iii. IT based system have

important implications for

Marketing managers

iv. IT-based MKIS can givestrategic impact of the

company that used this

system


28/32

I. We need to consider various elements of

effectiveness when measuring the effectiveness of

a system.

The improvement in responsiveness to

customers not only translates into moreefficient operations but also reduces the

friction between front-office and back-

office service providers


29/32

ii. Concerning the interrelationships among the

distinct dimensions of an MKIS

MKIS have an impact on both the

internal and external dimensions.

Internal dimensions of MKISeffectiveness improve company internal

operation.

External dimensions of MKIS

effectiveness allow company monitor

its market environment more easier.


30/32

iii. This study also have important implications forMarketing managers who implement IT-based systems,

and for those who design and supply them.

Can help users to

approach the

specification and

effectiveness of their

MKIS in a more

specific and moreholistic manner.

For instance : CRM


31/32

IT-based MKIS can give strategic impact of

the company that used this system

IT-based MKIS can have on their

customers operations will allow them to

increase the value of their products and

services, and their product differentiation.

The imperative is to develop an integrated

value proposition, and to be able to

explain how it can contribute to the overallcompetitiveness of a potential customer.


32/32

Thank You

mkis power points

Documents