A case for analytical customer relationship management

• 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
• Institution: Singapore Management University

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...