TY - JOUR AB - Purpose– The purpose of this article is to explain how the management of the two areas business intelligence (BI) and customer insight (CI) needs to be brought together to support a company's interactive marketing. Design/methodology/approach– The article is based on the author's work in consultancy and in assessing client company's customer management capabilities and performance, as well as a review of some of the literature on BI and CI. Findings– The article suggests that companies need to pay close attention to the governance of BI, as a self-service approach to BI becomes increasingly used by CI teams. Research limitations/implications– The review of literature carried out by the authors suggests that the interface between BI and CI is poorly researched and would benefit from a significant research effort. Originality/value– The focus on the interface between BI and CI is relatively new. The authors hope that it will trigger significant research. VL - 8 IS - 1 SN - 2040-7122 DO - 10.1108/JRIM-07-2013-0046 UR - https://doi.org/10.1108/JRIM-07-2013-0046 AU - David Stone Merlin AU - David Woodcock Neil PY - 2014 Y1 - 2014/01/01 TI - Interactive, direct and digital marketing: A future that depends on better use of business intelligence T2 - Journal of Research in Interactive Marketing PB - Emerald Group Publishing Limited SP - 4 EP - 17 Y2 - 2024/03/28 ER -