The Importance of Marketing Data Intelligence in Delivering Successful CRM

11th Dec 2000
The purpose of this white paper is to discuss the issues and opportunities surrounding the value of Marketing Data Intelligence (MDI). The paper begins by defining CRM and MDI from first principles. It then seeks to cover the main factors driving the demand for CRM including market drivers, technical drivers and economic drivers. Marketing automation is analyzed as consisting of lead management, campaign management, marketing effectiveness system, commerce center, data mining and decision support, and management of distributor and channel promotion. MDI is related to this model. A series of case studies follows, and the paper concludes with an agenda for "surviving the future" by deploying MDI through PC-based data analysis.

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