ABSTRACT
This chapter shows how analytical customer relationship management (CRM) supports strategic and operational CRM and how analytics support customer management strategy and tactics, throughout the customer lifecycle, in the sales, marketing and customer service functions. It also focuses on how standard reports, Online Analytical Processing (OLAP) and data mining generate insights for CRM users and the differences between nominal, ordinal, interval and ratio data before selected analytical procedures. An analytics software package is added to the configuration so that users, whether in sales, marketing, service or management, can interrogate and make sense out of the warehoused data. The chapter presents the customer lifecycle as an evolution through three phases such as customer acquisition, customer retention and customer development. Next best action (NBA) is growing in popularity in the business-to-consumer context. CRM analytics for structured data are well developed.
