There's a wide definition of analytical CRM so you'll want to be wary of vendors who state they have analytical CRM but provide only simple reporting. Choose from vendors who offer an integrated solution that provides all of the following:
- Extraction, transformation, loading and data quality capabilities to create a customer-centric database that is the foundation for analytics.
- Creation of customer intelligence with online analytical processing for historical analysis. Additional analytic capabilities should include analytical modeling and data mining techniques for assigning likelihood scores to predict customer behavior.
- Deployment functionality that delivers intelligence to the front office for use in interacting with customers.
The vendors who offer this functionality are SAS, E.piphany, NCR, and SPSS.
For more information, check out searchCRM's Best Web Links on CRM Analytics.
This was first published in March 2002