THE IMPORTANCE OF INFORMATION AND THE ROLE OF BUSINESS INTELLIGENCE IN KEY ACCOUNT MANAGEMENT IN THE FMCG INDUSTRY

In the modern business environment of the consumer goods industry, information has become a key resource and the foundation for business decision-making (Davenport and Ronanki, 2018) as well as for building competitive advantage.The aim of this paper is to examine the importance of information and the role of business intelligence in the key account management process. Emphasisis placed on the transformation of data into information.As a methodological framework,an interpretive case study based on real-world data was applied, comparing traditional data processing methods with business intelligence tools. The results indicate that, in addition to advanced analytical and visualization tools, automation, process speed, and business insight through key performance indicators, business intelligence enables more efficient monitoring of promotional activities, better consumer understanding through loyalty programs, more precise management of e-commerce, and improved retail price tracking. The discussion revealed that implementing business intelligence does not pose a technical problem. It is concluded that business intelligence significantly enhances collaboration with key customers and provides a foundation for strategic decision-making, while the recommendations highligh,the need for developing managers digital competencies, data integration, and phased implementation of business intelligence tools adapted to the company and the local market.