Analytic CRM: BI and CRM Integration Issues

by Brian J. Dooley

For customer relationship management (CRM), the application of business intelligence (BI) to analytic CRM is about building that better mousetrap -- and companies are now beating a path to that door. Analytic CRM took a backward-looking technology whose capabilities were not delivering desired benefits to users and transformed it into a leading-edge mechanism that is now building its own market and providing innovation and demonstrable ROI.

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Analytic CRM: BI and CRM Integration Issues May 2005