Internal Information Sources Read the overview below and complete the activities that follow. With critical internal metrics collected as part of the market information system, management is able to do two things. First, management might use this information to identify the problem, and second, and more effective in its use of market information systems, is to proactively address issues before they become a problem. It is expensive to collect and analyze data, and most companies don't maximize their existing information. More formal information systems provide a great deal more information that can help guide strategic issues or address critical tactical issues. Information is power speaks to the importance of good information in decision making. Companies realize the right information at the right time and in the right format is essential for decision makers. Creating procedures that collect, analyze, and access relevant information is a critical part of marketing management. The goal of this activity is for you to recognize examples of various sources of internal information