Marketing Big Data Analytics and Customer Relationship Management

Abstract

Customer knowledge is a strategic element, and its importance is growing all the time. The role of the vast quantities of information available in customer relationship management (CRM) systems, when processed using emerging big data techniques, is still in its infancy. Customer relationship management needs big data to improve customer experience and the right targeting of marketing actions. The study aims at designing a hierarchical model via the fuzzy approach of the indicators of the big data marketing approaches and the possible effects on the CRM. The results suggest that CRM initiatives based on big data could be envisaged as a supportive trend in relation to various managerial and structural dimensions. The study also identified major difficulties of big data analysis in CRM, such as storage, quality, process, and cost issues.