ADM 2372 Lecture Notes - Lecture 14: Data Warehouse, Scalability, Business Intelligence
5 Jan 2018
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Document Summary
Analytical crm digs deep into historical customer data and exposes patterns of behaviour on which decision makers can act. > aggregates, analyzes, and disseminates customer information throughout an organization. > relies heavily on data warehousing technologies and business intelligence. > you can then nd a mailing list that highlights this type of customer for potential new sales: reactivate inactive customers e. g. , analytical crm can highlight customers who have not done any business with you in a while. > you can then send them a personalized letter along with a discount coupon. > marketing analytics allows companies to measure the e ectiveness of marketing campaigns . Provides key performance indicators (kpis) and customizable dashboards. Improves the e ectiveness of sales people by providing real-time, actionable insight into sales opportunities. Implement in iterations: avoid the big-bang approach and implement in small and manageable d. pieces: scalability for organizational growth: ensure the system can support the organization"s future growth.
