Analytical CRM is a consistent suite of analytical applications that processes customer data stored in various information systems. The results are used to measure, predict and optimize customer relationships. The CRM applications market is growing despite the economic turmoil. The major trends are: CRM as a service, focus on customer retention and loyalty and last but not least achieving cost savings by effective targeting of marketing activities. The purpose of this paper is to define the business architecture of CRM systems and analytical CRM, analysis of the market and its trends, introduction of Good Data's approach to customer analytics and suggestions for possible extension of their Customer Analytics service.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:15566 |
| Date | January 2008 |
| Creators | Prochásková, Jana |
| Contributors | Slánský, David, Pour, Jan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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