This thesis looks into how integrating ERP and BI systems improves marketing effectiveness. The study establishes a theoretical framework by investigating marketing indicators, data management, and digital analytics. It looks at ERP and BI systems, including their implementation, their essential capabilities, and supplementary digital tools. The study uses a survey-based technique and extensive statistical analysis to determine how ERP-BI integrations influence marketing effectiveness. The findings highlight the strategic benefits of these technologies and conclude with practical recommendations for businesses looking to improve data- driven marketing outcomes.
La tesi analizza il modo in cui l'integrazione dei sistemi ERP e BI migliora l'efficacia del marketing. Lo studio stabilisce un quadro teorico analizzando gli indicatori di marketing, la gestione dei dati e l'analisi digitale. Esamina i sistemi ERP e BI, compresa la loro implementazione, le loro funzionalità essenziali e gli strumenti digitali supplementari. Lo studio utilizza una tecnica basata su un sondaggio e un'ampia analisi statistica per determinare come le integrazioni ERP-BI influenzino l'efficacia del marketing. I risultati evidenziano i vantaggi strategici di queste tecnologie e concludono con raccomandazioni pratiche per le aziende che desiderano migliorare i risultati del marketing basato sui dati.
Improving marketing effectiveness with business intelligence enabled ERP systems
SIEKIERZYNSKA, DOMINIKA
2024/2025
Abstract
This thesis looks into how integrating ERP and BI systems improves marketing effectiveness. The study establishes a theoretical framework by investigating marketing indicators, data management, and digital analytics. It looks at ERP and BI systems, including their implementation, their essential capabilities, and supplementary digital tools. The study uses a survey-based technique and extensive statistical analysis to determine how ERP-BI integrations influence marketing effectiveness. The findings highlight the strategic benefits of these technologies and conclude with practical recommendations for businesses looking to improve data- driven marketing outcomes.File | Dimensione | Formato | |
---|---|---|---|
2024_12_Siekierzynska.pdf
accessibile in internet solo dagli utenti autorizzati
Descrizione: thesis text
Dimensione
2.64 MB
Formato
Adobe PDF
|
2.64 MB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/229554