CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND BIG DATA: A CONCEPTUAL APPROACH AND THEIR IMPACT OVER THE POWER OF DATA APPLIED TO SELLING STRATEGIES

CRISTINA GALLEGO GOMEZ; CARMEN  DE PABLOS HEREDERO

doi:https://doi.org/10.6036/8071

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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND BIG DATA: A CONCEPTUAL APPROACH AND THEIR IMPACT OVER THE POWER OF DATA APPLIED TO SELLING STRATEGIES

MAY 2017 - Volume: 92 - Pages: 274-279

DOI:

https://doi.org/10.6036/8071

Authors:

CRISTINA GALLEGO GOMEZ - CARMEN DE PABLOS HEREDERO

Disciplines:

Organization and management of enterprises (SISTEMAS DE GESTION )

Downloads: 260

Cites in Web of Science: 2

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Key words:: Big data, Customer Relationship Management, análisis de datos, estrategia, Big data, Customer Relationship Management, data analyze, strategy, CRM
Article type:: COLABORACION/COLLABORATION DAMR
Section:: COLLABORATIONS

CRM systems provide data driven options oriented to increase the selling power of the firm from the nineties. These systems segmented according to companies, offer a personalized knowledge of the market. This reality and the digitalization and automation of processes and new communication tools have produced great quantities of data that can be accessed but they are difficult to manage. Big data emerge to offer effective responses to this situation. Based on the importance of data in today’s society, this research constitutes an approach to analyze the evolution of CRMs as promoters of big data and the relationship of both concepts as strategic elements in the companies.

Keywords: Big data, Customer Relationship Management, data analyze, strategy

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