IDEAS home Printed from https://ideas.repec.org/a/igg/jeco00/v1y2003i3p73-89.html
   My bibliography  Save this article

E-CRM Analytics: The Role of Data Integration

Author

Listed:
  • Hamid R. Nemati

    (The University of North Carolina at Greensboro, USA)

  • Christopher D. Barko

    (University of North Carolina, USA)

  • Ashfaaq Moosa

    (University of North Carolina, USA)

Abstract

Electronic Customer Relationship Management (e-CRM) Analytics is the process of analyzing and reporting online customer/visitor behavior patterns with the objective of acquiring and retaining customers through stronger customer relationships. To better understand the role of data integration in achieving the goals of e-CRM, the authors conducted a study by means of a survey. The results of this study propose that although online, offline and external data integration has its complexities, the value added is significant. This survey of CRM professionals is composed of two parts. The first part investigated the nature of the data integrated and the data architecture deployed. The second part analyzed the technological and organizational value added with respect to the e-CRM initiative. The findings suggest that organizations that integrate data from various customer touch-points have significantly higher benefits, user satisfaction and return on their investment (ROI) than those that do not. Additional insights are also presented exploring the role of data integration in e-CRM projects at both business to business (B2B) and business-to-consumer (B2C) firms. For organizations implementing e-CRM, this study reveals that data integration is worth their time, money and efforts.

Suggested Citation

  • Hamid R. Nemati & Christopher D. Barko & Ashfaaq Moosa, 2003. "E-CRM Analytics: The Role of Data Integration," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 1(3), pages 73-89, July.
    • Handle: RePEc:igg:jeco00:v:1:y:2003:i:3:p:73-89
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jeco.2003070104
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Archita Pal Choudhury & Amit Kundu & Dev Narayan Sarkar & Arabinda Bhattacharya, 2023. "Practitioners’ perspectives on the marketing strategies in Indian banking sector: a framework for strategy formulation," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 146-177, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jeco00:v:1:y:2003:i:3:p:73-89. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.