Data-driven customer centricity: CRM predictive analytics

Customer relationship management (CRM) is becoming a very hot topic nowadays in academia and business environments. Indeed, companies are constantly searching for new innovative ways to create or maintain their competitive advantage. Due to the recent advances in Internet and technology, CRM predictive analytics is becoming an important tool in the toolset of the marketer. It is the practice of using the huge volumes of historical customer data to predict future customer behavior. This chapter introduces the reader to the shift towards a data-driven customer centricity approach, where marketers act upon what they know, rather than upon what they think.