A Study of Applying Business Intelligence Systems to support Mutual Funds Marketing Decision-making

• Main Authors: Yu-Ping Lan, 藍玉萍
• Other Authors: Jiin-Po Wu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/48499000648533227386

碩士 === 淡江大學 === 管理科學研究所企業經營碩士在職專班 === 97 === Recent dramatic decline in financial markets has created investor panic and pessimistic view on investment markets, which has further impact the declining mutual fund business. Though economic cycle is inevitable in modern economy, it is crucial for business to early identify market trends and to develop their strategies accordingly. With the well-established computer systems for daily trading and operational data processing, huge electronic data has been accumulated, and which consists of valuable information for business decision-making. In order to define and better satisfy customer needs, increase market share and create competitive advantages, it becomes more and more important to understand the implication of data via a business intelligence solution, which can further assist businesses in establishing complete set of decision-making mechanism. This research uses a case study approach to investigate how an asset management company uses online analytical processing (OLAP) technologies of business intelligence (BI) systems to integrate and analyze massive amount of data in order to provide meaningful information to support decision markers on their decision-making for mutual fund marketing strategies. Due to the fact that mutual fund is not a physical product, but a financial service, this research focuses on 3P (people, physical facilities and process) of service marketing, and theory of service triangle, with the support of information technology, to achieve the state of perfect matched between theory and practical. This research investigates how business intelligence (BI) system support decision-making of mutual fund marketing strategies by interviewing the key members of the business intelligence project team and analyzing statistics of actual sales growth. Based on the study, business intelligence system does improve the “internal” processing management and further enhance the competitiveness in “external” environment. Internal Benefits: 1. Improve business decision-marking processes: provide comprehensive real-time management information to decision makers, so they can make better decisions based on the best supporting data. 2. Reduce operational costs: reduce costs and time for both IT and business users in writing ad hoc queries and creating dynamic reports. 3. Align organizational objectives and actions: give employees good sense of responsibility in supporting marketing activities, which can help to build up a high performance team with the same goal and further increase business performance. External Benefits: 1. Increase sales performance: show significant improvements in terms of sales, achievement rate, market share, etc. as a result of improving internal workflow and marketing strategies. 2. Raise marketing activities response rates: raise marketing events response rates and mutual fund sales by using the analytical data from business intelligence system for fast decision-making and flexible adjustment on marketing strategies.