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Research papers

A framework for improved CRM analytics

This paper focuses on helping CRM and analytics managers choose the analytic approaches and tools that best match an organization's readiness to receive and use them. CRM and analytic leaders often believe that complex value models and sophisticated...

Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: David Harding, Edgar Ortiz
Company: McKinsey & Company
March 17, 2002
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Citation

Harding and Ortiz (2002a, March 17). A framework for improved CRM analytics. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-framework-for-improved-crm-analytics