Implementation of Marketing Intelligence Systems for Operational Activities Using Business Intelligence in PT. XYZ

PT. XYZ is a vehicle automotive retail company that already has 26 branches spread across major cities and has more than 150 salesmen. The marketing positions consist of 5 levels, from salesman, supervisors, branch heads, area managers to marketing directors. One of the tasks of the marketing director is to set a five-level selling price level and determine the promotion of all products from PT. XYZ the number of customers from PT. XYZ currently is around 12,500 consisting of wholesalers, shops, workshops, companies and factories. Competition in the automotive world is very tight. Field salesman who are already equipped with price strata and promotions sometimes have difficulty in the field where competitors can quickly change their selling prices, provide attractive discounts or promotions to existing customers. According to interviews with salesmen in the field, making decisions about prices, discounts and promotions takes an average of 2 to 3 days, so that the potential loss of orders and even loss of customers can occur at any time. and according to data obtained on average every salesman loses 3 to 5 orders every month, this is because the long chain of communication at PT. XYZ in addition to selling prices and promotions. Salesman must be responsive to the needs and complaints from customers. Therefore, we need a Marketing Intelligence System with Business Intelligence support to be able to support salesman operations in the field more efficiently and effectively. The research method used is to start with data collection by conducting interviews, design applications in accordance with the findings and results of the analysis and the final step is followed by the design of the data house and dashboard for marketing.