This thesis is specialised to analyse clients responds from banking industry to mar-keting campaigns. For purpose of such study are from the view of the information systems essential Customer Relationship Management systems, CRM systems, their operational part, with which are working all the employees and also analytical part, which serve for agregation a usage information of the operational part for desicion making. For the sake of correct understanding of the business logic of these systems is thesis concerning also area of direct marketing, which is object of CRM marketing campaigns. From theoretical point of view is suitable in the name of marketing campaigns evaluation work with Customer Intelligence and its selected topics. As a case study has been used real situation of the bank existing on the czech ban-king market, which is in current time working of implementation of a new CRM system Siebel. Situation in the bank and also on the project has dynamical charakter. Target of the thesis is to find out and provide the way how CRM system supports scoring of campaign succes, which is important for decision making about products offered to clients and about choice of appropriate communication. There are also mentioned other options of develop-ment these analytical tools.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:114207 |
| Date | January 2012 |
| Creators | Hlaváčková, Lýdia |
| Contributors | Novotný, Ota, Tesárek, Petr |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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