In practice only the automation of reporting is usually understood under „Marketing Analytics“. Business data collected in ERP systems are used to analyze the company’s situation from different perspectives and hence to assess it. The first task of a business intelligence project is therefore to supply data for analysis from the ERP systems into a separate database, the data warehouse. The second task consists of providing the necessary analytical calculations required for reporting purposes.
Marketing Analytics, however, goes further and provides information from ALL client channels as basis for the development of these same channels.