What does Decision maker mean?

A decision maker is a person who has the authority to decide on a purchase, cooperation or the choice of a specific solution. In a smaller e-shop, it may be the owner; in a larger company, for example a manager, department head or several people involved in the approval process. The decision maker is not always the person who uses the product or service every day, but they influence the final decision and the budget.

In e-commerce and B2B marketing, it is important to know who makes the decisions, because arguments, content and communication style are chosen accordingly.