A firm wants to determine the likelihood that a customer will respond positively to an advertisement. Which decision-support tool should be used?

Location analytics focuses on analyzing spatial data to understand geographic trends and patterns. While it can provide insights into customer demographics in specific areas, it does not directly predict customer responses to advertisements, which requires more extensive behavioral and trend analysis.

A Geographic Information System (GIS) is a tool for mapping and analyzing spatial data. Although it can assist in visualizing customer locations and demographics, it does not inherently analyze the likelihood of customer response to advertisements, which is a behavioral prediction rather than a geographic analysis.

Operational intelligence involves real-time data analysis to enhance business operations and decision-making. While it can provide insights into operational efficiency, it does not focus on predicting customer behavior or responses to marketing efforts, which requires a different analytical approach.