BUSINESS INTELLIGENCE SYSTEM FOR RADIO-TELEVISON MARKETING SERVICE

Abstract

A modern business intelligence system in the radio-television area enables us to monitor successful realization of business objectives in the marketing services area, both from the standpoint of profitability and the quality of the broadcasted programme. The analysis of business facts within this system’s framework will give a detailed picture of marketing service activities. Based on this it is possible to improve decision-making processes in the areas of: using marketing space rented to clients for marketing purposes, relations with clients, defining the price list, distribution of marketing contents, duration of marketing blocs etc. The objective of all this is to enable the marketing service to function in a way that will guarantee an optimal ratio between the profit delivered by the marketing contents on one side and the quality and quantity of that contents on the other side. This paper will suggest a model that will provide a basis for making just such optimal decisions.