CRM ve Data Management

Data… We all constantly read, listen and speak how important data is. Data management with Artificial Intelligence, which was only spoken at Technology conferences a few years ago, can now be the main topic in even the simplest Marketing conferences. Almost every sector collects a great variety of data according to their service area. Some of them record this data, some do not need to record.

To give an example to the data, it is a data of how many blood tests are performed per day for a hospital, the products in the shopping cart for a retail company, the amount of data consumed per month for a telecom company, and the stopping frequency of the drivers for a logistics company. Or weather, traffic density, stock market movements… It is possible to write down countless examples.

The important thing is to make these collected and recorded data available, that is, to analyze the data with a systematic and holistic perspective and to take meaningful and applicable actions. This is where CRM comes into play, first responsible for collecting data, ensuring its smooth flow, and then processing the data correctly and taking meaningful actions.

In our country and in the world, CRM is a structure that has existed for more than 20 years in some companies, although it has been in a much simpler form compared to its current form, and it is a concept that has been evaluated under new Digital Transformation projects in some companies.

Of course, CRM is not just about data and data management, we can say that it is an end-to-end Marketing and CX function, the digitalized, analytical form of marketing and customer experience. It is a multi-featured structure that makes customized campaigns, announces these campaigns with targeted communications, conducts data science, conducts business intelligence analysis, manages loyalty and customer experience programs and thus increases revenue, profit and loyalty. I will mention each of these functions in the following articles.

#crm #datamanagement #analyticalmarketing