The Effect of Business NeuroIntelligence on Marketing Management

Hi there my dear friends!!!

This weekend has been a little bit busy for me and CETYS University… In fact I was in three events at the same time: Prepa Fest, MBA Simposium and the Cross Cultural Political and Economic Dimension of Global Business. I presented a paper (a little part of my 12 years research) for this International Conference and this is the principal points.

Enjoy it as I did! 🙂 Thanks for reading!

The socialization process of human being, begins in the womb, mainly through those aspects of environment that reach their stimuli, at least, the hearing organ. These stimuli seem to be conditioning perceptive and adaptive aspects of the brain. This early process of adaptation is just a preview of what would become the potential of human beings and their efforts to adapt to that environment, in which they will play and the culture in which it operates and interacts.

As a result of this capacity, defined in terms of power and possibility, the individual behavior will be socialized or wrapped in a set of stimuli that leads it to thoughts and feelings that move to behave within canons pre-established as a consumer behavioral parameters set by positive assessments of behavior and expression, that is impulses of consumer’s action, just as neural networks in a healthy brain, systematically grouped, in the context of compilation of all the information of each individual or company: BIG DATA.

Business Intelligence deals with the gathering and analysis of the vast amount of information in and around the organization (Big Data), but the main question is… how these concepts are related to each other and how they overlap to obtain the goal in Marketing Management?

  1. Performance measurement: The main rationale for measuring an organization’s performance is to be able to manage it. Performance measurement can be used as a tool for implementing an organization’s strategy (Kaplan and Norton, 1996)
  2. Knowledge Management: Thierauf (2001) states that the essence of Knowledge Management is knowledge discovery, knowledge organization and knowledge sharing. Knowledge Management is a process ruled by a KMS (knowledge management system), which is designed to improve corporate efficiency by providing a framework, tools, and techniques for re-using captured intellectual assets. For performance enhancement by applying knowledge, a knowledge management system needs capturing, integrating and disseminating functions
  3. Business Intelligence converts captured data, information and knowledge into valuable and useful intelligence. This tools: dataminings, datawarehouses, DSS (Decission Support Systems), BSC (Balanced Scored Cards),  EIS (Executive Information Systems) are an effective aid to decision makers for getting the whole picture of a company’s own capabilities and external operating environment, connecting with the MIS (Marketing Information Systems).
  4. From Neurodatafication to Neurointelligence: It is possible to assume that Business Intelligence, like a direct consequence of Knowledge Management and Performance Measurement, provides all the context the marketing needs from the rational environment. But today, it’s necessary to link anything more than rational insights to develop our brand strategy or marketing strategy (Doley, 2014). Therefore, we need an emotional context too: NeuroIntelligence Systems.
  5. In conclusion, the framework of this NeuroIntelligence marketing management opens up some questions for further research: Firstly, how is the defined performance management applicable in real life? Secondly, if such a framework was adopted by an organization, would there be a dominant tool on the strategic or operative level? Thirdly, how is the leverage effect of this kind of marketing management evaluated when compared to business intelligence, performance measurement and knowledge management? And fourthly, what are the organizational and system requirements for the NeuroIntelligence marketing management.

Publicado por obhsterblog

I'm a Marketing Enjoyneer. Marketing from branding, advertising and design, off and online with a deep teaching and researching interest.

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