Data-driven customer centricity: CRM predictive analytics

Othman Boujena, Kristof Coussement, Koen W. de Bock

Research output: Chapter in Book/Conference paperChapterpeer-review


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.

Original languageEnglish
Title of host publicationIntelligent Systems
Subtitle of host publicationConcepts, Methodologies, Tools, and Applications
PublisherIGI Global Publishing
Number of pages18
ISBN (Electronic)9781522556442
ISBN (Print)1522556435, 9781522556435
Publication statusPublished - 4 Jun 2018
Externally publishedYes


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