Submitted to:

Submitted by:
Chinee Loreanne C. Candongo
Carme M. Candano
Giohannah Frans J.
Suaring

Introduction

A Pharmacy information System is a system that analyzes and assesses marketing

information, gathered continuously from sources inside and outside an organization.
Timely marketing information provides basis for decisions such as product
development or improvement, pricing, packaging, distribution, media selection, and
promotion.
So, what sets a marketing information system apart from marketing research?
Several things, actually.

a marketing information system is a continuous process of data collection

while marketing research

A marketing information system is designed to guide everyday marketing

decision-making and planning, while marketing research is commonly
conducted to address a particular marketing problem facing a firm, such as will

enough consumers buy a new proposed product offering.

Objectives
Step 1. Determine what metrics to include in your marketing
information system.
This is a very serious step in creating an effective marketing information system. All
data has a cost, both real and opportunity costs, so including the RIGHT metrics is
critical.

Measure the wrong things and youll make bad decisions and waste money.
An example is measuring fans to your Facebook page. Sure, theres a slight
advantage to having more fans, but their contribution to ROI is relatively
small. Making decisions that focus on increasing the number of fans likely
wastes more money than warranted by the ROI youll see.

Measure too many metrics and analysis becomes difficult. Its like trying to
find a needle in a haystack. The vast amount of hay (useless data) hides the
useful data the needle. Just because you CAN measure something, doesnt
mean you SHOULD.

Accumulating metrics costs money. Data is only worth its cost when the
value it contributes to improved decision-making outweighs the cost of
collecting the data and be sure to include the human cost of gathering and
analyzing this data to other costs in acquiring the data.

Step 2. Gather relevant data.

Some data comes from internal sources, such as sales records, accounting figures,
website analytics, and reports from your sales force. Other data comes from
external sources, including competitor results, economic metrics, listening post
metrics, and Facebook Insights. Your marketing research data can also form part of
your marketing information system, such as recurring surveys of customer
satisfaction.

Step 3. Plot data.

Its very difficult to make decisions based on raw data because the data contains
invisible patterns that might otherwise indicate appropriate actions. For instance,
its hard to see a downward trend in customer satisfaction without graphing the
data until the decline is substantial and by then it might be too late to reverse the
trend. Plotting data allows managers to quickly detect changes in critical metrics
over time. Sure, you can use the graphing function of Excel or other data program,
but newer data visualization software makes the job even easier. Examples of
software providing superior data visualization are: IBM Cognos Insight, Tableau
Software, and SAP Visual Intelligence. Some even create dashboards to bring all
your marketing metrics to one place, making decision-making even easier.

Step 4. Communicate results.

The more people who have the information from your marketing information
system, the better. But, not everyone is going to understand tables of raw data or

even visualizations like in the dashboard above. Thats because your marketing
information system requires interpretation through the lens of marketing
knowledge.
An example is my hierarchy of effect model of social media marketing. Not only
does the model suggest appropriate data to collect, such as sentiment, #likes, #
comments, #shares, size of engaged audience, and participation in customer
support, the model suggests how these metrics translate into ROI from your social
media efforts. Because readers might not know of or understand this model, data
interpretation would include
references as to WHY metrics are important for reaching firm goals.

Step 5. Make marketing decisions.

The final step in the process is using metrics from your marketing information
system to make decisions that optimize your marketing outcomes.
As an example, metrics from your social media campaigns show how successful you
are in driving visitors down the hierarchy of effects. You should produce more posts
that successfully move visitors down the hierarchy ie. produce more
engagement.