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Automation of Marketing Processes and the Discovery of Knowledge for CRM

Automation of Marketing Processes and the Discovery of Knowledge for CRM

Milena Janakova
Copyright: © 2021 |Pages: 9
ISBN13: 9781799834731|ISBN10: 1799834735|EISBN13: 9781799834748
DOI: 10.4018/978-1-7998-3473-1.ch143
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MLA

Janakova, Milena. "Automation of Marketing Processes and the Discovery of Knowledge for CRM." Encyclopedia of Organizational Knowledge, Administration, and Technology, edited by Mehdi Khosrow-Pour D.B.A., IGI Global, 2021, pp. 2086-2094. https://doi.org/10.4018/978-1-7998-3473-1.ch143

APA

Janakova, M. (2021). Automation of Marketing Processes and the Discovery of Knowledge for CRM. In M. Khosrow-Pour D.B.A. (Ed.), Encyclopedia of Organizational Knowledge, Administration, and Technology (pp. 2086-2094). IGI Global. https://doi.org/10.4018/978-1-7998-3473-1.ch143

Chicago

Janakova, Milena. "Automation of Marketing Processes and the Discovery of Knowledge for CRM." In Encyclopedia of Organizational Knowledge, Administration, and Technology, edited by Mehdi Khosrow-Pour D.B.A., 2086-2094. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-3473-1.ch143

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Abstract

The general perspective of the chapter is focused on discovering marketing knowledge based on Customer Relationship Management (CRM) systems. The question is: “How to do automate processes in the implemented CRM system to discover the knowledge that is useful for marketing?” It is a natural question because the stored data creates a large volume and it is difficult to set up a marketing with hands. This chapter focuses on finding the necessary product specifications to automate the marketing needs this CRM system must offer to be optimal in today's modern global society. The existing controversy is between IT for everyday use, real IT capabilities, human skills, and knowledge to support more complex implemented processes. Emphasis is placed on automation and intelligence. The analysis shows that CRM systems are interested in managing customer relationships in the form of a single agent or process to perform the necessary actions using implemented algorithms that utilize various intelligence, statistical methods, multi-criteria decision-making, and automated learning predictions.

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