Methodological Approaches to Assessing the Efficiency of SaaS Products Promotion Using a Marketing Information System

Abstract

In the context of digitalisation, issues related to the promotion of cloud technologies are becoming of paramount importance, including SaaS products, the demand for which has increased significantly. In the promotion of products, an important role is played by the marketing information system (MIS) of the organisation, the effective functioning of which allows one to obtain the necessary information for making informed management decisions.

The chapter aims to develop methodological approaches to evaluating the effectiveness of promoting SaaS products using MIS.

The chapter analyses the demand for cloud services on a global scale and in Russia. The authors identified and systematised the features, advantages, disadvantages and competitive advantages of SaaS products for owners and users.

A methodical approach to evaluating the effectiveness of promoting SaaS products using MIS based on a developed system of indicators is proposed and tested, including indicators that characterise work with customers during the sales funnel, indicators that characterise customer loyalty and economic indicators that characterise the efficiency of the funnel sales in general.

The authors developed a system of indicators for evaluating the functioning of the organisation's MIS for promoting SaaS products, by types of marketing tools that are subsystems of the MIS. The proposed methodological approach allows substantiating the directions for increasing the efficiency of promoting SaaS products and the directions for improving the MIS.

Citation

Isaenko, E.V., Tarasova, E.E., Isaenko, V.A., Tarasova, K.V. and Ershov, E.G. (2023), "Methodological Approaches to Assessing the Efficiency of SaaS Products Promotion Using a Marketing Information System", Popkova, E.G. (Ed.) Game Strategies for Business Integration in the Digital Economy (Advances in Business Marketing and Purchasing, Vol. 27), Emerald Publishing Limited, Leeds, pp. 147-156. https://doi.org/10.1108/S1069-096420230000027015