Computer Science 1032A/B Lecture Notes - Lecture 6: Affinity Analysis, Winback, Enterprise Application Integration

• School: Western University
• Department: Computer Science
• Course: Computer Science 1032A/B
• Professor: ALL

Document Summary

Operational crm: value added - information systems offer a way to get back some of the personal touch. Requires 2 things: business must be able to identify the shopper, business must know enough about the shopper to provide meaningful customization. Tracking pervious usage: website cookies, user login, loyalty programs" rewards. Analytical crm: about customers as a group rather than any one customer focusing on overall information and patterns. Response analysis enables a company to determine the effectiveness of different marketing approaches. Attrition analysis helps understand why customers leave to reduce future customer losses. Aligning supply (production) with expected demand. about customers as a group rather than any one customer focusing on overall information and patterns. Customers drive business - use analytical crm so the business can drive the customer. Anticipate based on turning data into meaningful knowledge. Market basket analysis: data about items that are purchased together. Attracting, selling, managing, delivering and supporting customers.