SUCHÁNEK, Petr and Milena JANÁKOVÁ. CRM INTEGRATION AND BUSINESS INTELLIGENCE IN PRACTICE. Online. In Conference Proceedings 2nd International conference on Decision making for Small and Medium-Sized Enterprises (DEMSME 2019) at Petrovice u Karviné May 16-17, 2019. Karviná: Silesian University in Opava, School of Business Administration in Karviná, 2019, p. 220-225, 270 pp. ISBN 978-80-7510-339-0.
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Basic information
Original name CRM INTEGRATION AND BUSINESS INTELLIGENCE IN PRACTICE
Authors SUCHÁNEK, Petr (203 Czech Republic, belonging to the institution) and Milena JANÁKOVÁ (203 Czech Republic, guarantor, belonging to the institution).
Edition Karviná, Conference Proceedings 2nd International conference on Decision making for Small and Medium-Sized Enterprises (DEMSME 2019) at Petrovice u Karviné May 16-17, 2019, p. 220-225, 270 pp. 2019.
Publisher Silesian University in Opava, School of Business Administration in Karviná
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 10200 1.2 Computer and information sciences
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
RIV identification code RIV/47813059:19520/19:A0000088
Organization unit School of Business Administration in Karvina
ISBN 978-80-7510-339-0
UT WoS 000519107000027
Keywords in English Business Intelligence; Customer Relationship Management; Information and Knowledge; Marketing; Small Business
Tags International impact, Reviewed
Changed by Changed by: Mgr. Milena Janáková, Ph.D., učo 48743. Changed: 25/3/2020 16:26.
Abstract
CRM (Customer Relationship Management) systems are one of the data sources for standard analyticsas well as advanced business intelligence dashboards. CRM analyzes are more individualized and focus on charts, funnels, targets, anomalies, KPIs and comparators. There is visible controversy in the form of an insufficient complex view of the real situation, through market opportunities for future trends. Demonstrate the advantage of complex CRM data view, an example is the marketing dashboard. The proposed solution focuses on a small businessman with just a few bills and sales in thousands. The solution method is based on the implementation of advanced analysis of model data in one week. The recommendation is a detailed view on the marketing dashboard through business-related events such as customer retention, campaign efficiency, and the number of realized campaigns. The challenge is to work with KPIs that are unrealistic or difficult to predict from a small businessman's point of view.
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