Challenges and risks of marketing information integration in the context of digitalization

The purpose of this study is to examine the key difficulties companies face when attempting to integrate marketing information generated across various internal and external systems. The research aims to clarify how differences in data formats, collection methods, update frequency and organizational practices influence the accuracy of market analysis, pricing decisions and overall management efficiency. Additional objectives include identifying the role of master data consistency, assessing how data quality affects user trust in analytical systems, and exploring technical and security-related barriers that complicate the unification of marketing information.
The study emphasizes that marketing data is inherently fragmented: different departments rely on separate digital platforms, while analytical indicators arrive in heterogeneous forms and at different time intervals. A detailed example from the titanium dioxide market demonstrates how building a single analytical model requires connecting several unrelated data groups – export quotations, logistics expenses, financial parameters and customs regulations. This case reveals the complexity of generating a correct import-parity price when data sources differ significantly in structure and reliability.
The findings indicate that integration of marketing information is associated not only with methodological and technological constraints but also with financial, organizational and strategic risks. Errors in classification, inconsistencies in master data, rigid security policies and lack of personnel expertise can distort market insights, reduce competitiveness and lead to misguided managerial decisions. The study concludes that successful integration requires a comprehensive approach combining data auditing, standardization, personnel training, enhanced security measures and modular architectural solutions. Ultimately, the ability to consolidate marketing information becomes a critical factor in increasing operational efficiency and ensuring the longterm resilience of companies operating in volatile and competitive markets.

1. Daviy A.V. Integrated marketing information systems in the context of digitalization of the economy. Ekonomika i upravlenie: problemy, resheniya = Economics and management: problems, solutions. 2024;13(2):112-124. (In Russ.).

2. Vedel M., Kannan P.K. Marketing analytics for data-rich environments. Journal of Marketing. 2019;83(6):1-23. DOI 10.1177/0022242919849749.

3. Bagrintsev A.V. Digital transformation of marketing: data integration and artificial intelligence. Vestnik Sankt-Peterburgskogo universiteta. Ekonomika = Bulletin of St. Petersburg University. Economy. 2023;39(4):567-589. DOI 10.21638/spbu05.2023.404. (In Russ.).

4. Online chemical analyst platform. URL: https://www.chemanalyst.com. (In Russ.).

5. Huang M.-H. Data management in the Era of Big Data: challenges and opportunities for marketing. Journal of Marketing. 2021;85(1):135-156. DOI 10.1177/0022242920963835.

6. Chelenkov A.P., Dmitrieva E.S. Marketing of services in the digital environment: data integration and security. Servis v Rossii i za rubezhom = Service in Russia and abroad. 2023;17(5):78-92. DOI 10.24412/1995-042X-2023-5-78-92. (In Russ.).

7. De Luca L.M., Verona G., Vicari S. The integration of marketing information and the effectiveness of the company: the mediating role of marketing flexibility. Journal of the Academy of Marketing Sciences. 2022;50:101-124. DOI 10.1007/s11747-021-00819-2.

8. Popova Yu.F., Ostapenko D.A. Predictive analytics in marketing: data integration and artificial intelligence. Strategii biznesa = Business strategies. 2023;(11):42-53. DOI 10.17747/2311-7184-2023-11-42-53. (In Russ.).

9. Davenport T.H. The advantage of AI: how to make a revolution in the field of artificialintelligence. Cambridge, 2020.

10. Tretyak O.A. Digital transformation of marketing: new challenges and opportunities. Rossiyskiy zhurnal menedzhmenta = The Russian Journal of Management. 2021;19(3):291-316. DOI: 10.21638/spbu08.2021.301. (In Russ.).

11. Digital transformation: interdisciplinary reflection and research program / P.S. Verkhof [et al.]. Journal of Business Research. 2021;122:889-901. DOI 10.1016/j.jbusres.2019.09.022.