The Synergy of Management Information Systems and Predictive Analytics for Marketing
M. Lishmah Dominic, P. S. Venkateswaran, Latha Thamma Reddi, Sandeep Rangineni, R. Regin, S. Suman Rajest
Abstract
In the ever-evolving landscape of modern marketing, the convergence of management information systems (MIS) and predictive analytics has become a potent force. This chapter explores the transformative potential of combining MIS infrastructure with predictive analytics techniques to reshape marketing management. Predictive analytics, utilizing historical data and machine learning, empowers organizations to forecast future trends, customer behavior, and market dynamics. MIS, as the information backbone, facilitates the collection, processing, and dissemination of data for strategic decision-making. Marketing, once reliant on intuition, has transitioned into a data-driven discipline. This synergy enables businesses to not only understand past performance but also anticipate and respond to the dynamic demands of the marketplace. However, seizing this opportunity is not without challenges. Success hinges on the alignment of technical capabilities, organizational structure, and strategic vision with the digital landscape's evolution.