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Relationship between Business Intelligence and Supply Chain Management for Marketing Decisions

The companies that apply the concept of business intelligence in their marketing decisions in some of the following ways were included in this study: at the level of the entire system or specific marketing strategy of companies (e.g. marketing department, research development, commercial, etc.), apply business intelligence only in certain marketing processes or projects, used in business from the technology and platform for data warehouse, data mining, OLAP tools, using advanced analytical techniques of simulation and visualization applications. Variables examined were categorized into four groups: business intelligence, supply chain management, information visibility and integration. Factor analysis was used to facilitate the connection of these groups of variables, i.e. reduction of number of variables. Then, we tested the correlation between the newly formed variables. There was a significant statistical correlation between business intelligence, supply chain management, information visibility and integration among the partners in the production chain. ANOVA was conducted to compare differences in the mean values of variables in relation to the activity, size and legal form. This paper will analyze the relationship between business intelligence and supply chain management for strategic and tactic marketing decisions.

Business Intelligence; Supply Chain Management; Factor Analysis; Correlation; Marketing Decisions

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