Brano Markić

Marketing Intelligent System for Customer Segmentation

Marketing intelligent system consists of people, procedures, software, databases, and devices that are used in problem-specific decision-making and problem-solving. Marketing intelligent system is an interdisciplinary field that relates to databases, data warehouse, machine learning, expert systems (formalisms of knowledge representation), statistics and operational research and data visualization. The common goal of integrating these different fields is extracting knowledge from data stored in large databases and data warehouses.

Decision Support System for Marketing Metrics

The taxonomy of information systems oriented to decision-making and management describes decision support systems as one of the most complex. It provides support in making the right decisions for poorly structured and unstructured problems but can also be built for simple, routine tasks. The objectives of its building are “simplicity” of use and flexibility, “identification” and “description” of various business positions, and also proposal of an appropriate decision. The marketing metrics is a system of indicators about marketing mix elements: price, product, promotion, and distribution. Each indicator of marketing metrics “reveals” one of the components of the market and competitive position of the organizational system.