Abstract—Nowadays, customers demand faster customer service, and expect that organizations know them and provide appropriate services and recommendations for products quickly. Many organizations are reacting to these market needs by driving toward pervasive business intelligence, augmenting traditional business intelligence (BI) with the ability to capture, interpret and act immediately on data to make faster decisions. With pervasive business intelligence, organizations data warehouse changes to a system that can proactively and reactively interact with the business stakeholders, and it provides appropriate decision options to help marketers to respond and take action based on knowledge discovery in current integrated data. This work based on the literature review presents the Pervasive Business Intelligence state of the art and related areas, leaving open for proposing a conceptual framework to guide the development of activities of Marketing Intelligence.

Index Terms—Business intelligence, marketing intelligence, pervasive business intelligence, database marketing.

Teresa Guarda is with Department of the Isla - Superior Institute of Languages and Administration of Leiria, Portugal (e-mail: tguarda@gmail.com). 
Manuel Filipe Santos is with University of Minho, Guimarães, Portugal (e-mail: mfs@dsi.uminho.pt). 
Filipe Pinto is with the Polytechnic Institute of Leiria, Portugal (e-mail: fpinto@ipleiria.pt).

Cite: Teresa Guarda, Manuel Filipe Santos, Filipe Pinto, Carlos Silva, and João Lourenço, "A Conceptual Framework for Marketing Intelligence," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 2, no. 6, pp. 455-459, 2012.