For companies with large numbers of customers, data mining and market research are often employed to gain intelligence into customer behavior and attitudes, respectively. To enable a complete analysis of customer behavior requires these two disciplines to be integrated. Traditional analysis of buyer behavior has come from different areas of the organization, both functionally, and from a technical perspective.
The success of any particular CRM initiative is largely dependent upon the ability of the business to organize and deploy its usually diverse information sources toward a common purpose—managing the customer relationship in all of its forms. The Kantar Group, Kenning Research, and SPSS have co-authored an informative white paper which defines these concepts and offers actionable insights to help companies:
To download a copy of this white paper, click here
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