Enhancing Strategic Company Planning Through Marketing Performance Monitoring Applications

Roos Nana Sucihati; Khusnul Khotimah; Ismawati Ismawati; Yuliana Yuliana; Renil Septiano

Authors

Roos Nana Sucihati Universitas Samawa
Khusnul Khotimah Universitas Yapis Papua
Ismawati Ismawati Universitas Samawa
Yuliana Yuliana Universitas Pasifik Morotai
Renil Septiano Sekolah Tinggi Ilmu Ekonomi KBP

Keywords:

Strategic planning, Performance monitoring effectiveness, Data-driven decision making, Marketing performance monitoring applications

Abstract

In a dynamic business environment, effective strategic planning becomes critical to achieving optimal marketing performance. However, many companies face challenges in effectively managing and evaluating their marketing strategies. Marketing performance monitoring applications (MPMA) offer a solution by providing real-time data that enables quick and precise monitoring, analysis, and adjustment of marketing strategies. This research examines the role of MPMA in improving strategic planning through a literature review and analysis of empirical data from various studies covering various industry sectors. The results show that companies using MPMA can improve their financial performance by optimizing marketing strategies, identifying marketing opportunities, and allocating resources more efficiently. Although there are challenges in MPMA implementation, such as technical integration and resistance to change, the benefits are far greater. With adequate training and management support, companies can overcome these challenges and fully utilize the potential of MPMA to improve their strategic planning and marketing performance. In conclusion, MPMA is an important tool that can help companies become more responsive and adaptive to market changes, providing a significant competitive advantage in an increasingly complex business environment.

Downloads

Download data is not yet available.

References

Aryani, D. N., Yusda, D. D., Diwyarthi, N. D. M. S., & Setianti, Y. (2022). Pengaruh Promosi, Harga dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan pada Marketplace Shopee. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2438–2443.

Dewi, M. K., Meirina, E., Sari, L., Septiano, R., & Herman, L. A. (2023). PENERAPAN TARGET COSTING DALAM UPAYA EFISIENSI BIAYA PRODUKSI PADA USAHA “SALA LAUAK” KELURAHAN PURUS-KOTA PADANG. Jurnal Abdimas Bina Bangsa, 4(2), 1806–1814.

Farris, P. W., Bendle, N., Pfeifer, P., & Reibstein, D. (2021). Marketing metrics: The manager’s guide to measuring marketing performance. FT press.

Fauzi, A. A., Kom, S., Kom, M., Budi Harto, S. E., MM, P. I. A., Mulyanto, M. E., Dulame, I. M., Pramuditha, P., Sudipa, I. G. I., & Kom, S. (2023). PEMANFAATAN TEKNOLOGI INFORMASI DI BERBAGAI SEKTOR PADA MASA SOCIETY 5.0. PT. Sonpedia Publishing Indonesia.

Haryadi, W., & Ismawati, I. (2020). Strategi Pengembangan Sentra Industri Kecil Menengah Produksi Dodol Rumput Laut Di Kabupaten Sumbawa. PROSIDING SEMINAR NASIONAL IPPeMas, 1(1), 501–509.

Herlina, H. (2024). Utilization of Big Data for SWOT Analysis in Improving Business Sustainability of MSMEs. TECHNOVATE: Journal of Information Technology and Strategic Innovation Management, 1(2), 89–95. https://doi.org/10.52432/technovate.1.2.2024.89-95

Ibrahim, M. B., Sari, F. P., Kharisma, L. P. I., Kertati, I., Artawan, P., Sudipa, I. G. I., Simanihuruk, P., Rusmayadi, G., Nursanty, E., & Lolang, E. (2023). METODE PENELITIAN BERBAGAI BIDANG KEILMUAN (Panduan & Referensi). PT. Sonpedia Publishing Indonesia.

Indiahono, D. (2019). DINAMIKA RELASI PEJABAT POLITIK DAN BIROKRASI TINGKAT LOKAL PADA ERA ORDE BARU DAN ERA REFORMASI (STUDI KASUS DI KOTA TEGAL). Universitas Gadjah Mada.

Indriyani, S., Yusda, D. D., & Helmita, H. (2022). Pengaruh Pelayanan Dan Inovasi Produk Terhadap Kepuasan Pelanggan Geprek Bensu Lampung. Ekombis Sains: Jurnal Ekonomi, Keuangan Dan Bisnis, 8(1), 59–67.

Ismawati, I., & Yuliana, Y. (2022). ROLE OF PREPAREDNESS FOR CHANGE AND PROACTIVE BEHAVIOR TO THE PERFORMANCE OF EMPLOYEE. Jurnal Ekonomi, 11(03), 765–774.

Kartini, K. S., Putra, I. N. T. A., Atmaja, K. J., & Widiani, N. P. S. (2022). SISTEM INFORMASI PENJUALAN PADA SALAD YOO. Jurnal Krisnadana, 1(2), 45–53.

Khotimah, K. (2023). Analisis Bauran Pemasaran Terhadap Keputusan Pembelian. Economics and Digital Business Review, 4(2), 237–252.

Khotimah, K., Lina, R., & Yunus, M. (2022). Customer Interest Dalam Menggunakan E-wallet Ovo Yang Di Pengaruhi Oleh Trust, Benefit and Risk Di Mall Jayapura Papua. Journal of Economics Review (JOER), 2(1), 40–50.

Kraugusteeliana, K., & Violin, V. (2024). Application of Decision Support in Performance Assessment of Delivery Services in the E-Commerce Industry. Jurnal Galaksi, 1(1), 53–61.

Kumar, V., Ramachandran, D., & Kumar, B. (2021). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, 125, 864–877.

Lin, A. K. (2024). The AI Revolution in Financial Services: Emerging Methods for Fraud Detection and Prevention. Jurnal Galaksi, 1(1), 43–51.

Meirina, E., Dewi, M. K., Sari, L., Septiano, R., Zulvia, D., Ananda, F., Rivandi, M., & Hidayat, T. (2024). Upaya Meningkatkan Efektifitas Usaha Bagi UMKM Pedagang Buah Melalui Mobile E-Commerce di Lokasi Simpang Muaro Kasang Kabupaten Padang Pariaman. Jurnal Pengabdian Sosial, 1(7), 545–549.

Paramarta, V., Rochani, S., Kadarisman, S., & Yuliaty, F. (2021). The impact of human resource management implementation in business strategy in creating sustainable competitive advantage. 2nd Annual Conference on Blended Learning, Educational Technology and Innovation (ACBLETI 2020), 11–15.

Rahayu, S., Sucihati, R. N., Haryadi, W., Aprilia, N., & Putra, F. A. (2021). PENINGKATAN KINERJA PEMASARAN PRODUK UMKM DI KABUPATEN SUMBAWA MELALUI PEMANFAATAN E-COMMERCE. Jurnal Pengembangan Masyarakat Lokal, 4(1), 239–244.

Saputra, I. W. K. W., Radhitya, M. L., & Subawa, I. G. A. (2024). Ratio Analysis of Social Media Platform Instagram Using The Exploratory Method. TECHNOVATE: Journal of Information Technology and Strategic Innovation Management, 1(1), 21–27.

Sucihati, R. N., Fitryani, V., & Fatoni, R. (2021). MANAJEMEN STRATEGI PEMASARAN HOTEL BERBINTANG DI MASA ADAPTASI KEBIASAAN BARU (Studi di Samawa Grand Hotel Sumbawa Besar). Samalewa: Jurnal Riset & Kajian Manajemen, 1(2), 161–169.

Sucihati, R. N., Usman, U., & Yunita, F. A. (2022). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan (Studi pada UD. Nealma Food Sumbawa Besar). Samalewa: Jurnal Riset & Kajian Manajemen, 2(1), 40–49.

Sudarmo, S. (2020). Excellent Human Resource Management in Business Practices: Achieving Sustainable. International Journal of Humanities, Literature & Arts, 3(1), 93–98. https://doi.org/https://doi.org/10.31295/ijhla.v3n1.280

Sudarmo, S., Hatta, M., & Anwar, S. (2020). The Effect of Organizational Culture, Work Environment and Satisfaction On Motivation and Job Promotion. Relevance: Journal of Management and Business, 3(1), 49–59.

Sudipa, I. G. I., Rahman, R., Fauzi, M., Pongpalilu, F., Setiawan, Z., Huda, M., Kusuma, A. S., Putra, D. M. D. U., Burhan, M. I., & Anzani, Y. M. (2023). PENERAPAN SISTEM INFORMASI DI BERBAGAI BIDANG. PT. Sonpedia Publishing Indonesia.

Suryadana, K., & Sarasvananda, I. B. G. (2024). Streamlining Inventory Forecasting with Weighted Moving Average Method at Parta Trading Companies. Jurnal Galaksi, 1(1), 12–21.

Wahyudi, D., Taryana, T., Tawil, M. R., Zulkifli, Z., & Sipayung, B. (2024). SWOT Analysis in Business Risk Awareness in MSMEs. TECHNOVATE: Journal of Information Technology and Strategic Innovation Management, 1(2), 56–61.

Widjojo, R., Khotimah, K., & Zakaria, Z. (2023). Service Quality To Customer Loyalty Through Indihome Cutomer Value In West Bandung. Journal of Economics Review (JOER), 3(2), 119–131.

Wijaya, B. K., Pramawati, I. D. A. A. T., Arief, A. S., Ningtyas, M. W. A., & Juniyarti, U. (2022). Key Performance Indicator Analysis In Improving The Quality Of Excellent Service On Globalxtreme Companies. Jurnal Mantik, 6(2), 1714–1720.

Zulfikar, T., Kadarisman, S., Djogo, O., Paramarta, V., Yuliati, F., Mulyani, S. R., Panjaitan, B., & Kurniasih, A. (2022). Branding dan Digital Marketing Meningkatkan Penjualan pada Pelaku Usaha Dodol Nanas Desa Tambakmekar Jalancagak Kabupaten Subang. Jurnal Abdimas Peradaban, 3(1), 41–47.