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Introduction to Information Systems 3rd

Introduction to Information Systems 3rd


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Published by: jwagnre4321 on Aug 28, 2011
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Whereas operational CRM supports front-office business processes, analytical CRMsystems analyze
customer behavior and perceptions in order to provide actionable business intelligence. For exam-
ple, analytical CRM systems typically provide information on customer requests and transactions,
as well as on customer responses to an organization’s marketing, sales, and service initiatives. These
systems also create statistical models of customer behavior and the value of customer relationships
over time, as well as forecasts of customer acquisition, retention, and loss. Figure 9.3 illustrates the
relationship between operational CRM and analytical CRM.
Important technologies in analytical CRM systems include data warehouses, data mining,
decision support, and other business intelligence technologies (discussed in Chapter 11). Once the
various analyses are complete, information is delivered to the organization in the form of reports
and digital dashboards. We consider several examples of analytical CRM in Chapter 11.
Analytical CRM analyzes customer data for a variety of purposes, including:

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