A case for analytical customer relationship management

A case for analytical customer relationship management

This paper describes how data analytics can be used to make various CRM functions like customer segmentation, communication targeting, retention, and loyalty much more effective. Also briefly describe the key technologies needed to implement analytical CRM, and are the organizational issues that mus...

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Bibliographic Details
Main Authors: SRIVASTAVA, Jaideep, WANG, Jau-Hwang, LIM, Ee Peng, HWANG, San-Yih
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2002
Subjects:
Databases and Information Systems
Numerical Analysis and Scientific Computing
Online Access:https://ink.library.smu.edu.sg/sis_research/970
https://ink.library.smu.edu.sg/context/sis_research/article/1969/viewcontent/Srivastava2002_Chapter_ACaseForAnalyticalCustomerRela.pdf
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Institution: Singapore Management University
Language: English
Description
Summary:This paper describes how data analytics can be used to make various CRM functions like customer segmentation, communication targeting, retention, and loyalty much more effective. Also briefly describe the key technologies needed to implement analytical CRM, and are the organizational issues that must be carefully handled to make CRM a reality.

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