Analytical CRM: An extension of BI?

Analytical CRM: An extension of BI?

Analytical CRM: An extension of BI?

    Requires Free Membership to View

    Login

    When you register, you'll begin receiving targeted emails from my team of award-winning editorial writers on the latest customer relationship management (CRM)and call center technology issues today. Our goal is to keep you informed on the hottest issues facing this fast-changing industry.

    Hannah Smalltree, Editorial Director

    By submitting your registration information to SearchCRM.com you agree to receive email communications from TechTarget and TechTarget partners. We encourage you to read our Privacy Policy which contains important disclosures about how we collect and use your registration and other information. If you reside outside of the United States, by submitting this registration information you consent to having your personal data transferred to and processed in the United States. Your use of SearchCRM.com is governed by our Terms of Use. You may contact us at webmaster@TechTarget.com.

Isn't analytical CRM just an extension of BI, and do you think that the two will eventually merge or at least live under the same platform so that managers can see and correlate both business and customer valuable information through the same application?

Analytical CRM is a segment of BI. Many already use the terms synonymously and opportunistically. It's hard to tell where one stops and another begins across the vendor offerings, although BI spans analytics of more than customers. Better analytical CRM does not operate in a vacuum only on customer data, but it operates on product, transaction, channel, promotion, and other data as well. This common platform is the data warehouse where many applications access.

For more information, check out searchCRM's Best Web Links on CRM Analytics.

This was first published in October 2001