Detailed Information on Publication Record
2021
Automation of Marketing Processes and the Discovery of Knowledge for CRM
JANÁKOVÁ, MilenaBasic 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
Language
English
Type of outcome
Kapitola resp. kapitoly v odborné knize
Field of Study
10201 Computer sciences, information science, bioinformatics
Country of publisher
United States of America
Confidentiality degree
není předmětem státního či obchodního tajemství
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
Keywords in English
marketing; knowledge; CRM
Změněno: 19/4/2023 17:14, Miroslava Snopková
Abstract
V originále
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.