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7/31/2019 Mkis Power Points
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MEASURING THE
EFFECTIVENESS OF
MARKETING
INFORMATIONSYSTEMS
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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
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1.OBJECTVE
2.STRENGTHS
3.WEAKNESSES
4.LESSONS
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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.
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OBJECTIVE
design and empirically
validate an instrument
for measuring the
effectiveness of marketing
information system(MKIS)
MKIS designed to solve
many of the problems
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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.
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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.
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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.
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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
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STRENGTHS
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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
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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
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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
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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.
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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.
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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
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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.
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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.
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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
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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.
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WEAKNESSES
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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.
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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.
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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.
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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.
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LESSONS
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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
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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
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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.
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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
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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.
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Thank You