Naslov
Detabase Mining as the Key CRM Tool

Autori
Blažević Bognar, Zrinka ; Špoljarić, Marijana ; Matijašić, Mateja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), stručni

Izvornik
Innovations and Entrepreneurship in Education and Business / - Sofija : International Business School, 2019, 103-112

ISBN
978-954-9432-83-1

Skup
Second Erasmus+ International Teaching and Training Week "Innovations and Entrepreneurship in Education and Business"

Mjesto i datum
Sofija, Bugarska, 18.03.2019. - 21.03.2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

Ključne riječi
CRM, databases, databases mining, making business decisions

Sažetak
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

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA