engleski

Detabase Mining as the Key CRM Tool

Modern terms of business challenge business entities to take enhanced care of their client, which in practice implies implementation of customer relations management systems (CRM). CRM as the key marketing tool of the modern era is closely related to detailed analysis of customer behaviour, implying research and data collection, but also database creation and database mining. Databases contain information on client's wishes, needs and demands and are therefore of crucial importance for achieving and maintaining competitive advantage, as well as survival of the business entity on the market. The problem lies in the fact that IT infrastructure allows for storage of vast amount of data on clients, which subsequently need to be collated and analyzed, i.e. mined. Data mining is is the key aspect in helping discover essential information, thus greatly contributing to decision-making in business, especially in CRM. The basic issue pertinent to the research in this paper is the importance of databases, i.e. information attained by their mining, in relation to decision-making on the business entity level, focusing on CRM in particular. The research is focused on the database related to customer movement, tracked via mobile devices, and the decisions made based on such information

CRM, databases, databases mining, making business decisions

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