JANÁKOVÁ, Milena. Automation of Marketing Processes and the Discovery of Knowledge for CRM. Online. In Research Anthology on Recent Trends, Tools, and Implications of Computer Programming. USA: IGI Global, 2021, p. 161-170. Volume 1. ISBN 978-1-6684-3695-0. Available from: https://dx.doi.org/10.4018/978-1-6684-3694-3.ch009.
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Basic information
Original name Automation of Marketing Processes and the Discovery of Knowledge for CRM
Authors JANÁKOVÁ, Milena (203 Czech Republic, guarantor, belonging to the institution).
Edition USA, Research Anthology on Recent Trends, Tools, and Implications of Computer Programming, p. 161-170, 10 pp. Volume 1, 2021.
Publisher IGI Global
Other information
Original language English
Type of outcome Chapter(s) of a specialized book
Field of Study 10201 Computer sciences, information science, bioinformatics
Country of publisher United States of America
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
RIV identification code RIV/47813059:19520/21:A0000360
Organization unit School of Business Administration in Karvina
ISBN 978-1-6684-3695-0
Doi http://dx.doi.org/10.4018/978-1-6684-3694-3.ch009
Keywords in English marketing; knowledge; CRM
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 19/4/2023 17:14.
Abstract
This chapter focuses on finding the necessary product specifications to automate the marketing needs this CRM system must offer to be optimal in today’s modern global society. The existing controversy is between IT for everyday use, real IT capabilities, human skills, and knowledge to support more complex implemented processes. Emphasis is placed on automation and intelligence. The analysis shows that CRM systems are interested in managing customer relationships in the form of a single agent or process to perform the necessary actions using implemented algorithms that utilize various intelligence, statistical methods, multi-criteria decision-making, and automated learning predictions. Unfortunately, a complex solution is not always that complex. There are no links to social networks and automation to combine knowledge from different areas.
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