Analytical CRM: The fusion of data and intelligence — Sean Kelly, Interactive Marketing, Vol. 1 No. 3

Data is not being harnessed with anything like the degree of sophistication which technology allows. Meanwhile, many enterprises might not fundamentally understand the concept of CRM. For a customer-centred strategy to be successful, we need to understand customer behaviour and responsiveness, which then allows an understanding of customer life cycles, loyalty, risk, profitability and segmentation. The systems associated with this process are termed 'analytical CRM' in contrast to the operational CRM systems deployed to handle personal interaction with the customer.

Many enterprises have invested heavily in the infrastructure for operational CRM without having any coherent strategy for analytical CRM. Consequently, they are well positioned to deal with individual customer interactions but blind to the history and pattern of customer transactions over time because of the contradiction of attempting to deal with customers as distinct individuals without retaining a corporate memory of them.

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