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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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2002
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| Subjects: | |
| 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 |