The Application Of Digitalization Based Financial Information In Marketing Decision Support Activities

With the development of data technology,the decision of companies' marketing strategy is changing accordingly: from product-based marketing 1.0 to customer-based marketing 2.0,further to human spirit and value-based marketing 3.0 and driven by up-to-date data analytics technology,big data and community based,so called co-creation-based marketing 4.0 starts make a figure.In the digital world,traditional STP + 4P marketing strategy is upgrading,not only in mindset but also in practice.Meantime,data technology also has impact on finance function.The advanced ERP system and RPA is releasing finance people from traditional manual,mass and repeatable data processing work and making them focus on transferring data into financial information and generating insights to support various decision-making.Based on the real case of Company A,this thesis analyzed the application of digitalization based financial information in marketing decision supporting activities.Firstly,it elaborated the basic theory and its latest development of the interaction between finance and marketing.Secondly,it listed the recent pain points of Company A in the marketing decision making process.Then,it analyzed how Company A used the digitalization based financial information to optimize the marketing decision making process.Finally,it discussed how to further enhance the application of digitalization based financial information in decision support activities.