What is the term for the data and insights used to make informed marketing decisions?

The term that refers to the data and insights used to make informed marketing decisions is known as marketing information. This encompasses a wide range of data, including market research, customer demographics, sales data, and other analytics that can guide marketers in understanding market trends and consumer behavior.

Marketing information is critical because it provides the evidence needed to make strategic decisions regarding product development, pricing strategies, distribution methods, and promotional activities. By leveraging comprehensive marketing information, businesses can tailor their strategies to better meet the needs of their target audience and improve overall marketing effectiveness.

While marketing strategy refers to the overall plan devised to achieve marketing objectives, and market research is a subset of marketing information focused specifically on gathering insights about market conditions, customer preferences, and competitive dynamics, they do not encapsulate the entire body of data used for decision-making. Customer feedback is another important source of information but is limited to the opinions and insights provided by existing customers rather than the broader spectrum of data required for comprehensive marketing planning.