The Importance of Data Within Contemporary CRM

The Importance of Data Within Contemporary CRM

Diana Luck (London Metropolitan University, UK)
Copyright: © 2009 |Pages: 14
DOI: 10.4018/978-1-59904-657-0.ch006
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In recent times, customer relationship management (CRM) has been defined as relating to sales, marketing, and even services automation. Additionally, the concept is increasingly associated with cost savings and streamline processes as well as with the engendering, nurturing and tracking of relationships with customers. Much less associations appear to be attributed to the creation, storage and mining of data. Although successful CRM is in evidence based on a triad combination of technology, people and processes, the importance of data is unquestionable. Accordingly, this chapter seeks to illustrate how, although the product and service elements as well as organizational structure and strategies are central to CRM, data is the pivotal dimension around which the concept revolves in contemporary terms. Consequently, this chapter seeks to illustrate how the processes associated with data management, namely: data collection, data collation, data storage and data mining, are essential components of CRM in both theoretical and practical terms.

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Table of Contents
Abdul Matin Patwari
Hakikur Rahman
Chapter 1
Yong Shi, Yi Peng, Gang Kou, Zhengxin Chen
This chapter provides an overview of a series of multiple criteria optimization-based data mining methods, which utilize multiple criteria... Sample PDF
Introduction to Data Mining Techniques via Multiple Criteria Optimization Approaches and Applications
Chapter 2
Kevin Swingler, David Cairns
This chapter identifies important barriers to the successful application of computational intelligence (CI) techniques in a commercial environment... Sample PDF
Making Decisions with Data: Using Computational Intelligence Within a Business Environment
Chapter 3
A.V. Senthil Kumar, R. S.D. Wahidabanu
This chapter describes two techniques used to explore frequent large itemsets in the database. In the first technique called “closed directed graph... Sample PDF
Data Mining Association Rules for Making Knowledgeable Decisions
Chapter 4
Marcelino Pereira dos Santos Silva, Gilberto Câmara, Maria Isabel Sobral Escada
Daily, different satellites capture data of distinct contexts, which images are processed and stored in many institutions. This chapter presents... Sample PDF
Image Mining: Detecting Deforestation Patterns Through Satellites
Chapter 5
Georgios Lappas
This chapter reviews research on machine learning and Web mining methods that are related to areas of social benefit. It shows that machine learning... Sample PDF
Machine Learning and Web Mining: Methods and Applications in Societal Benefit Areas
Chapter 6
Diana Luck
In recent times, customer relationship management (CRM) has been defined as relating to sales, marketing, and even services automation.... Sample PDF
The Importance of Data Within Contemporary CRM
Chapter 7
Yanbo J. Wang, Xinwei Zheng, Frans Coenen
An association rule (AR) is a common type of mined knowledge in data mining that describes an implicative co-occurring relationship between two sets... Sample PDF
Mining Allocating Patterns in Investment Portfolios
Chapter 8
Hakikur Rahman
Social development activities are flourishing in diversified branches of society endeavor, despite numerous hurdles inflicting on their ways that... Sample PDF
Application of Data Mining Algorithms for Measuring Performance Impact of Social Development Activities
Chapter 9
Hakikur Rahman
Society development activities are continuous processes that are intended to uplift the livelihood of communities and thereby empower the members of... Sample PDF
Prospects and Scopes of Data Mining Applications in Society Development Activities
Chapter 10
Indranil Bose, Lam Albert Kar Chun, Leung Vivien Wai Yue, Li Hoi Wan Ines, Wong Oi Ling Helen
The retailing giant Wal-Mart owes its success to the efficient use of information technology in its operations. One of the noteworthy advances made... Sample PDF
Business Data Warehouse: The Case of Wal-Mart
Chapter 11
Ronald N. Kostoff, Raymond G. Koytcheff, Clifford G.Y. Lau
The medical applications literature associated with nanoscience and nanotechnology research was examined. About 65,000 nanotechnology records for... Sample PDF
Medical Applications of Nanotechnology in the Research Literature
Chapter 12
Ali Serhan Koyuncugil
This chapter introduces an early warning system for SMEs (SEWS) as a financial risk detector which is based on data mining. In this study, the... Sample PDF
Early Warning System for SMEs as a Financial Risk Detector
Chapter 13
Maira Petrini, Marlei Pozzebon
Constant technological innovation and increasing competitiveness make the management of information a considerable challenge, requiring... Sample PDF
What Role is "Business Intelligence" Playing in Developing Countries? A Picture of Brazilian Companies
Chapter 14
Inya Nlenanya
Technologies such as geographic information systems (GIS) enable geospatial information to be captured, updated, integrated, and mapped easily and... Sample PDF
Building an Environmental GIS Knowledge Infrastructure
Chapter 15
Tsegaye Tadesse, Brian Wardlow, Michael J. Hayes
This chapter discusses the application of data mining to develop drought monitoring tools that enable monitoring and prediction of drought’s impact... Sample PDF
The Application of Data Mining for Drought Monitoring and Prediction
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