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

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  • Cinzia COLAPINTO

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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.

Suggested Citation

  • Cinzia COLAPINTO, 2005. "Gestire il cliente con il CRM e la Business Intelligence: tra storia e dati," Departmental Working Papers 2005-13, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
  • Handle: RePEc:mil:wpdepa:2005-13
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    File URL: http://wp.demm.unimi.it/files/wp/2005/DEMM-2005_013wp.pdf
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    Cited by:

    1. Marilena TUCCI, 2005. "La Market Basket Analysis nell'e-commerce," Departmental Working Papers 2005-20, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.

    More about this item

    Keywords

    Business Intelligence; Customer Relationship Management; Data Mining;

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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