According to Kotler (2009), a marketing intelligence system is a couple of procedures and resources managers use to acquire "everyday information about improvements in the marketing environment". The marketing brains system help the firms meet their customer's needs by gathering customer level information that aids running a business decision making. Professionals use the marketing brains system tool to acquire information about the daily happenings in the market, analyze them and develop results for the company. The marketing intellect is based on a variety of data from company, its challengers, consumers, customers and the macroeconomic influences. Hans Hedin (2010) says that these data must be built-into the business's market intellect systems through proper intelligence for successful corporate and business decision-making.