Marketing Big Data Analytics and Customer Relationship Management

Naoual Bouhtati · Lhoussaine Alla · Badr Bentalha

52 citations0/0 files storedAdvances in logistics, operations, and management science book series

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Big Data and Business Intelligence Customer Service Quality and Loyalty Corporate Governance and Management

Abstract

Customer knowledge is a strategic element, and its importance is growing all the time. The role of the vast quantities of information available in customer relationship management (CRM) systems, when processed using emerging big data techniques, is still in its infancy. Customer relationship management needs big data to improve customer experience and the right targeting of marketing actions. The study aims at designing a hierarchical model via the fuzzy approach of the indicators of the big data marketing approaches and the possible effects on the CRM. The results suggest that CRM initiatives based on big data could be envisaged as a supportive trend in relation to various managerial and structural dimensions. The study also identified major difficulties of big data analysis in CRM, such as storage, quality, process, and cost issues.

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References

2004The Customer Relationship Management Process: Its Measurement and Impact on Performance 1993The max-min Delphi method and fuzzy Delphi method via fuzzy integration 2004Fuzzy MCDM approach for planning and design tenders selection in public office buildings 2014Defining architecture components of the Big Data Ecosystem 2020The impact of information technology usage on supply chain resilience and performance: An ambidexterous view 2018Customer relationship management and big data enabled: Personalization & customization of services 2016Big Data and supply chain management: a review and bibliometric analysis 2014big data @ work

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