Technique for Selection and Substantiation of Technological Solution for Enterprise Marketing Management

Nowadays we can see the rise of available IT solutions that can improve marketing activities of the company. Sometimes they could be similar to such technologies, as BI or CRM solutions. Sometimes they can adjoin or use such technologies, as ETL, DWH or Workflow Systems. But we can say that new area of technologies can be distinguished; we are talking about Enterprise Marketing Management (EMM) or marketing management technologies. On the other hand, requirements of different companies may significantly vary. Huge, established and powerful enterprises most probably will be able to use not the same tools as medium companies with fewer opportunities. In the current work we will try to understand which marketing management technology can be the most appropriate for the integration into the particular company. It also should be noticed, that we will consider the problem from the integrator’s point of view; as system integrators we should have an opportunity to recommend appropriate technology for the client and to explain why these technologies are the most suitable. The main objective of the current work is to explore a technique that provides an opportunity to select and substantiate the appropriate marketing management solution for a particular company or client. There is a given attempt to introduce client company classification and EMM technology classification in the work. We also develop and consider the approach providing the opportunity to estimate the impact of particular technology integration based on the having statistics about already conducted integrations. In addition, we introduced the opportunity to compare such impacts and facilitate decision-making. The decision support system was developed within the current work. Keywords: enterprise marketing management, marketing management technology, decision support system, decision-making, regression analysis, linear regression, company classification, marketing management technology classification.