Question

Which of the following data stores is designed primarily to serve the vertical information needs of the organization rather than the horizontal information flows?

1) inventory master data
2) marketing data
3) sales order master data
4) customer master data

Answer 1

Marketing data is designed to serve the vertical information needs of an organization, such as data analytics and strategic planning, which support higher-level decision-making.

Step-by-step explanation:

The question refers to the type of data store that primarily serves the vertical information needs of an organization, rather than the horizontal information flows. Vertical information needs are associated with information that supports higher-level decision-making and managerial activities, typically characterized by data analytics and strategic planning. In contrast, horizontal information flows support day-to-day operations.

In this context, marketing data (option 2) is often designed to serve the vertical information needs. Marketing data can include market research, customer behavior analytics, and campaign performance, which all inform strategic decisions at the managerial or executive level. It contrasts with more operational data stores, such as inventory master data, sales order master data, and customer master data, which support the routine, transactional processes of a business.