A Taxonomy of Customer Relationship Management Analyses for Data Warehousing

Cunningham, C. and Song, I.-Y.

    Customer Relationship Management (CRM) is a strategy that supports an organization's decision-making process to retain long-term and profitable relationships with its customers. Effective CRM analyses require a detailed data warehouse model that can support various CRM analyses and deep understanding on CRM-related business questions. In this paper, we present a taxonomy of CRM analysis categories. Our CRM taxonomy includes CRM strategies, CRM category analyses, CRM business questions, their potential uses, and key performance indicators (KPIs) for those analysis types. Our CRM taxonomy can be used in selecting and evaluating a data schema for CRM analyses, CRM vendors, CRM strategies, and KPIs.
Cite as: Cunningham, C. and Song, I.-Y. (2007). A Taxonomy of Customer Relationship Management Analyses for Data Warehousing. In Proc. Tutorials, posters, panels and industrial contributions at the 26th International Conference on Conceptual Modeling - ER 2007 Auckland, New Zealand. CRPIT, 83. Grundy, J., Hartmann, S., Laender, A. H. F., Maciaszek, L. and Roddick, J. F., Eds. ACS. 97-102.
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