CRM and Marketing Analytics

Sultan Ceren Oner, Yusuf Isik, Abdullah Emin Kazdaloglu, Mirac Murat, Tolga Ahmet Kalayci, Kubra Cetin Yildiz, Aycan Pekpazar, Mahmut Sami Sivri, Nevcihan Toraman, Basar Oztaysi, Umut Asan, Cigdem Altin Gumussoy*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Customer relationship management (CRM) and marketing analytics is a combination of techniques, technologies, and strategies that serve to create and deliver value to profitable customers. It involves internal business processes and functions (such as marketing, sales) as well as external influences (such as competitors). CRM systems collect, analyze and model information about customers using data science methods at all stages of their life cycle to establish and maintain long-term profitable relationships and create loyal customers.

Original languageEnglish
Title of host publicationSpringer Series in Advanced Manufacturing
PublisherSpringer Nature
Number of pages58
Publication statusPublished - 2022

Publication series

NameSpringer Series in Advanced Manufacturing
ISSN (Print)1860-5168
ISSN (Electronic)2196-1735

Bibliographical note

Publisher Copyright:
© 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.


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