Co n s ul t i n g

Market Intelligence
Market intelligence' is the information relevant to a companys markets, gathered and analyzed specifically for the purpose of accurate and confident decision-making in determining market opportunity, market penetration strategy, and market development metrics. Business Intelligence refers to skills, processes, technologies, applications and practices used to support decision making. Business Intelligence often aims to support better business decisionmaking and as such can be defined as a decision support system. Market intelligence includes gathering of data from the companys external environment, hereas the Business intelligence process primarily is based on internal recorded events ! such as sales, shipments and purchases. "he purpose of incorporating Market Information or intelligence into the Business Intelligence process is to provide decision makers ith a more #complete picture$ of ongoing corporate performance in a set of given market conditions. "o support corporate strategy and ongoing decision making, a Business Intelligence %ystem comprise roughly of an &xtract, "ransform and 'oad (&"') processor, a data arehouse and a range of reporting tools. Information from existing corporate data sources is extracted, transformed and then loaded into a data arehouse. *rom here data is being analyzed and pulled into various reporting systems.+,- "he market information feed from the external environment into an analytical processing unit, hich could be either ithin or outside the Business Intelligence tool. .e have t o different setups for pulling of external market intelligence into the Business Intelligence system. *rom outside the platform, the market information is a part of the source system environment, here it could already have been analyzed in a separate transactional database and then extracted, transformed and loaded into the data arehouse or into a separate data mart for feeding into the #front room$. /lternatively, and perhaps in a more logical ay, from ithin the Business Intelligence system, the market information could also be feed (&"') non-analyzed and uniformly directly into the data arehouse, or a data mart, from here it is finally being analyzed and reported in #the front room$. 0ne challenge (open 1uestion) is to determine the extent of analyzing or precessing market data in a transactional database, before feeding into the data arehouse and finally again analyze in the front room.

Menara Gracia Lt.9 (Room 908), Jl.HR.Rasuna Said Kav C-17, Kuningan, Setiabudi, Jakarta Selatan 12940, Indonesia Ph. (021) 333 800 39, 3335 1001, Hotline : 08 777 600 8799, Fax . (021) 5220914, e-Mail 1 : marketing@matacorpora.com, e-Mail 2 : matacorp_indonesia@yahoo.com, Website : www.matacorpora.com

Co n s ul t i n g

Menara Gracia Lt.9 (Room 908), Jl.HR.Rasuna Said Kav C-17, Kuningan, Setiabudi, Jakarta Selatan 12940, Indonesia Ph. (021) 333 800 39, 3335 1001, Hotline : 08 777 600 8799, Fax . (021) 5220914, e-Mail 1 : marketing@matacorpora.com, e-Mail 2 : matacorp_indonesia@yahoo.com, Website : www.matacorpora.com