Marketing Information, Analytics, and Intelligence: Roles in Customer Relationship Management

Source Title: International Journal of Business Strategy and Automation (IJBSA)2(4)

ISSN: 2644-2094|EISSN: 2644-2108|EISBN13: 9781799863915|DOI: 10.4018/IJBSA.287618

MLA

Mandal, Pratap Chandra. "Marketing Information, Analytics, and Intelligence: Roles in Customer Relationship Management." IJBSA vol.2, no.4 2021: pp.1-15. http://doi.org/10.4018/IJBSA.287618

APA

Mandal, P. C. (2021). Marketing Information, Analytics, and Intelligence: Roles in Customer Relationship Management. International Journal of Business Strategy and Automation (IJBSA), 2(4), 1-15. http://doi.org/10.4018/IJBSA.287618

Chicago

Mandal, Pratap Chandra. "Marketing Information, Analytics, and Intelligence: Roles in Customer Relationship Management," International Journal of Business Strategy and Automation (IJBSA) 2, no.4: 1-15. http://doi.org/10.4018/IJBSA.287618

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Abstract

Companies collect customer information, store the information in databases, and analyze it to generate customer insights. The study focuses on the roles of customer relationship management (CRM) in making proper usage of the information, marketing analytics, and the marketing intelligence generated to develop fruitful customer relationships. Companies employ advanced marketing analytics and big data to understand customers and implement CRM effectively. The customer insights generated should be distributed and used properly. Although companies benefit from implementation of CRM, the implementation has its own drawbacks. Implementation of CRM will not solve all issues related to customers. It has its own drawbacks. However, proper implementation and effective utilization of CRM will help companies in developing customer relationships, in growing their businesses, and in achieving business excellence in the long run.