Data Quality Management Remains Decisive Prerequisite for CRM
Starting Point
In order to be able to use an effective customer relationship management, it is of great importance to have robust knowledge about one's own customers and customer structures - especially in the area of campaign management. Personal information about customers, events and changes in the customer situation and behaviour in a CRM system can be used as opportunity for communication. By means of this existing data, a personalized interaction with the customer, such as offers and services, becomes possible.
Many businesses are currently starting to make initial experiences with the use of big data methods. By means of statistical methods, these methods promise to generate additional knowledge about the customers from huge amounts of mostly unstructured data in very short time. Frequently, automatically generated data such as log files or clickstreams collected from the use of the website, a web shop or data from social networks, is used for this purpose. This knowledge can be of good use for CRM activities. In this context, the question of the significance of data quality in the use of big data methods arises. Because: The analysis and thus the generated knowledge can only be as good as the quality of the data used.