The Role of Marketing Information in Shaping Organizational Marketing Plans

DOI: https://doie.org/10.10399/ES.2025257956

Dr. Akhtar Ali Sayyed, Prof. Suraj Sharma, Dr. Shravasti Jain, Prof. Nidhi Molgi

Keywords:

Marketing information, ROAC, marketing strategy, data-driven marketing, targeting consumers.

Abstract:

In today's dynamic and competitive business environment, marketing information forms the backbone for effective organizational marketing plans. The role of marketing data in the success of a campaign and its strategic objectives will be explored. Key drivers of marketing performance, including data analysis, resource allocation, and consumer targeting, will be discussed in light of challenges like corporate culture, team collaboration, and leadership adaptability. A mixed-method approach uses the combination of qualitative and quantitative analysis to provide actionable insights. The primary data was collected from surveys of 70 respondents taking interest in 13 variables across demographic factors and marketing success metrics. Quantitative analysis, using regression models and descriptive statistics, presents the importance of Return on Allocated Capital (ROAC) as a performance metric.
Findings emphasize the need for historical data analysis, skilled personnel, and technology in optimizing marketing strategies. The study concludes that effective utilization of marketing information aligns business strategies with market requirements, enhances resource allocation efficiency, and improves overall marketing efficacy. Practical recommendations are provided to address organizational barriers and leverage marketing data for superior outcomes. This study contributes to the knowledge on data-driven marketing research as it provides insights for organizations looking to improve their marketing effectiveness.
 

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