Gestire il cliente con il CRM e la Business Intelligence: tra storia e dati

Cinzia Colapinto ()

Departmental Working Papers from Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano

Abstract: MANAGING CUSTOMER BEHAVIOUR BY CRM AND BUSINESS INTELLIGENCE: BETWEEN HISTORY AND DATA. In this paper we introduce some definitions concerning Customer Relationship Management and Business Intelligence and we emphasize how they can improve business strategies and performances. We show how Data Mining techniques can be used for CRM analysis, understanding customer behaviour in order to forecast future actions, improving decisions and results. We analyze the evolution of marketing, CRM and BI during the last two decades in Italy, focusing on the different characteristics of the two "waves" of CRM projects.

Keywords: Business Intelligence; Customer Relationship Management; Data Mining (search for similar items in EconPapers)
JEL-codes: C44 M31 (search for similar items in EconPapers)
Date: 2005-01-01
New Economics Papers: this item is included in nep-bec and nep-mkt
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:mil:wpdepa:2005-13

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