This is the systematic collection of data from the other three systems, the use of tools and techniques with supporting software and hardware by which an organization gathers and interprets relevant information and turns it into a basis for making marketing decisions. The decisions can be classified as;
- Strategic decisions: This are made by top level management and involves establishing objectives for the organization and long term plans for attaining those objectives.
- Tactical decisions: This are made by middle level management and are concerned with allocation of resources needed to meet organizational objectives.
- Operational decisions: They are made by lower level management and involve executing specific tasks.