more effective future. For this, they need make judgments about risk and uncertainty of a project and its impact on the company in short term and long term. To assist marketing executives in making effective marketing decisions, an EIS can be applied. EIS provides sales forecasting, which can allow the market executive to compare sales forecast with past sales. EIS also offers an approach to product price, which is found in venture analysis. The market executive can evaluate pricing as related to competition along with the relationship of product quality with price charged. In summary, EIS software package enables marketing executives to manipulate the data by looking for trends, performing audits of the sales data, and calculating totals, averages, changes, variances, or ratios. Financial analysis Financial analysis is one of the most important steps to companies today. Executives needs to use financial ratios and cash flow analysis to estimate the trends and make capital investment decisions. An EIS integrates planning or budgeting with control of performance reporting, and it can be extremely helpful to finance executives. EIS focuses on financial performance accountability, and recognizes the importance of cost standards and flexible budgeting in developing the quality of information provided for all executive levels. Advantages and disadvantages Advantages of ESS Easy for upper-level executives to use, extensive computer experience is not required in operations Provides strong drill-down capabilities to better analyze the given information. Information that is provided is better understood EIS provides timely delivery of information. Management can make decisions promptly. Improves tracking information Offers efficiency to decision makers Disadvantages of ESS System dependent Limited functionality, by design Information overload for some managers Benefits hard to quantify High implementation costs System may become slow, large, and hard to manage Need good internal processes for data management May lead to less reliable and less secure data Excessive cost for small company Future trends This trend frees executives from learning different computer operating systems, and substantially decreases implementation costs. Because this trend includes using existing software applications, executives don't need to learn a new or special language for the EIS package. Interactive visualizations are trending. 3D visualizations in a VR/AR environment looks like a possibility already. Also, predictive analytics open the doors for (machine) learning what is going to be next based on data from the past. While the data processing can be done in many ways, learning is not completely unsupervised.