By aligning the many sources of marketing information from internal records, competitive intelligence databases and systems, in addition to integration of the Marketing Information System to the Customer Relationship Management (CRM) system, marketers and senior managers will be able to quickly get the information they need to complete the planning and execution of strategies.

Real-time integration between the Marketing Information System and the Market Research Systems(s) in place throughout DirecTV is also critical. By far the largest percentage of DirecTV's budget is in the purchase of syndicated research services and spending on primary research programs. It is common for companies the size of DirecTV to spend well over $5M per year on market research subscriptions and primary research studies. Ironically much of the research never gets used to its fullest extent. That's why it is critical for DirecTV to work very quickly to create real-time integration links between its broader...
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