Data Analytics in CRM Processes: A Literature Review
Nowadays, the data scarcity problem has been supplanted by the data deluge problem. Marketers and Customer Relationship Management (CRM) specialists have access to rich data on consumer behaviour. The current challenge is effective utilisation of these data in CRM processes and selection of appropri...
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| Format: | Article |
| Language: | English |
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Sciendo
2017-12-01
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| Series: | Information Technology and Management Science |
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| Online Access: | http://www.degruyter.com/view/j/itms.2017.20.issue-1/itms-2017-0018/itms-2017-0018.xml?format=INT |