E-CRM Analytics: The Role of Data Integration

E-CRM Analytics: The Role of Data Integration

Hamid R. Nemati (University of North Carolina, USA), Christopher D. Barko (University of North Carolina, USA) and Ashfaaq Moosa (University of North Carolina, USA)
DOI: 10.4018/978-1-59140-206-0.ch013
OnDemand PDF Download:


Electronic Customer Relationship Management (e-CRM) Analytics is the process of analyzing and reporting online customer/visitor behavior patterns with the objective of acquiring and retaining customers through stronger customer relationships. To better understand the role of data integration in achieving the goals of e-CRM, the authors conducted a study by means of a survey. The results of this study propose that although online, offline and external data integration has its complexities, the value added is significant. This survey of CRM professionals is composed of two parts. The first part investigated the nature of the data integrated and the data architecture deployed. The second part analyzed the technological and organizational value added with respect to the e-CRM initiative. The findings suggest that organizations that integrate data from various customer touch-points have significantly higher benefits, user satisfaction and return on their investment (ROI) than those that do not. Additional insights are also presented exploring the role of data integration in e-CRM projects at both business to business (B2B) and business-to-consumer (B2C) firms. For organizations implementing e-CRM, this study reveals that data integration is worth their time, money and efforts.

Complete Chapter List

Search this Book:
Table of Contents
Thomas L. Hill
Mahesh S. Raisinghani
Mahesh S. Raisinghani
Chapter 1
Clare Brindley, Bob Ritchie
This chapter proposes that the initial perceptions of uncertainty and risk relating to decision making are unlikely to be modified irrespective of... Sample PDF
Reducing Risk in Information Search Activities
Chapter 2
Mahesh Raisinghani, John H. Nugent
This chapter presents a high-level model for employing intelligent agents in business management processes, much like has been successfully... Sample PDF
Intelligent Agents for Competitive Advantage: Requirements and Issues
Chapter 3
Andi Baritchi
In today’s business world, the use of computers for everyday business processes and data recording has become virtually ubiquitous. With the advent... Sample PDF
Data Mining and Knowledge Discovery
Chapter 4
Ulfert Gartz
Although capacity and functionality of information management systems increased remarkably in the last years, the information and knowledge supply... Sample PDF
Enterprise Information Management
Chapter 5
Rahul Singh, Lakshmi Iyer, Al Salam
This chapter presents an Intelligent Knowledge-Based Multi-Agent Architecture for Collaboration (IKMAC) in B2B e-Marketplaces. IKMAC is built upon... Sample PDF
An Intelligent Knowledge-Based Multi-Agent Architecture for Collaboration (IKMAC) in B2B e-Marketplaces
Chapter 6
Dan Sullivan
As the demand for more effective Business Intelligence (BI) techniques increases, BI practitioners find they must expand the scope of their data to... Sample PDF
Text Mining in Business Intelligence
Chapter 7
James E. Skibo
This chapter describes both the nature of trade allowances and the unique approach taken by one major retailer in overcoming legacy system obstacles... Sample PDF
Bypassing Legacy Systems Obstacles: How One Company Built Its Intelligence to Identify and Collect Trade Allowances
Chapter 8
Edilberto Casado
This chapter explores the opportunities to expand the forecasting and business understanding capabilities of Business Intelligence (BI) tools with... Sample PDF
Expanding Business Intelligence Power with System Dynamics
Chapter 9
Jeffrey Hsu
Most businesses generate, are surrounded by, and are even overwhelmed by data — much of it never used to its full potential for gaining insights... Sample PDF
Data Mining and Business Intelligence: Tools, Technologies, and Applications
Chapter 10
Somya Chaudhary
This chapter focuses on the factors necessary for strategic Business Intelligence (BI) success from a managerial point of view. BI results from the... Sample PDF
Management Factors for Strategic BI Success
Chapter 11
Hércules Antonio do Prado, José Palazzo Moreira de Oliveira, Edilson Ferneda, Leandro Krug Wives, Edilberto Magalhaes, Stanley Loh
Business Intelligence (BI) can benefit greatly from the bulk of knowledge that stays hidden in the large amount of textual information existing in... Sample PDF
Transforming Textual Patterns into Knowledge
Chapter 12
John D. Wells, Traci J. Hess
Many businesses have made or are making significant investments in data warehouses that reportedly support a myriad of decision support systems... Sample PDF
Understanding Decision-Making in Data Warehousing and Related Decision Support Systems: An Explanatory Study of a Customer Relationship Management Application
Chapter 13
Hamid R. Nemati, Christopher D. Barko, Ashfaaq Moosa
Electronic Customer Relationship Management (e-CRM) Analytics is the process of analyzing and reporting online customer/visitor behavior patterns... Sample PDF
E-CRM Analytics: The Role of Data Integration
About the Authors