BI can target customers and markets

Peter Drucker wrote that, “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself”. How well do you know your customer – really? How well do you know your market – be honest with yourself? Is there information that you have captured in your ERP system or your CRM system, or any other bespoke transactional system for that matter, that might assist you to understand your customer better and get a better feel for your market? Have you applied any Business Intelligence strategy to get more information to guide your business in this regard? To address this you need information, and information, quite simply, is the output of Business Intelligence and don’t let the Business Intelligence Industry confuse you with a heap of fancy but meaningless acronyms to try and make it sound more complicated than that. Just start by identifying the information you need to understand your customer and your market better, and use a Business Intelligence strategy and application to get this information.