From business intelligence to marketing intelligence
In order to ultimately contact customers in a targeted manner, cross-channel marketing is used. Companies try to reach consumers through multiple touchpoints along their entire customer journey. Social networks, email targeting, websites or smartphone apps are just a few examples of these so-called points of contact that allow companies to conduct targeted marketing. Purchasing decisions depend to a large extent on reaching the consumer at the right time, at the right touchpoint and with the appropriate product. “How successful the marketing is depends on the data analyzed by the CRM systems bundled with BI,” explains Litz. “Thanks to the pre-segmented customer types, companies know which product is of interest to the respective target group and can therefore act in a targeted manner.” With CRM and BI, corporations create a promising partnership. Together they provide a basis for realizing tailor-made offers that profitably increase market efficiency.
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