B2B Integration : A Practical Guide to Collaborative E-commerce

Buyers
Enterprise Application Integration (EAI) 113
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Figure 4.8. — Data warehouse works in conjunction with CRM application
product use and marketplace trends (see Figure 4.8). Data analysis and
business intelligence tools are applied against the data warehouse to
identify customer trends and needs. Data warehouses used in conjunction
with business intelligence tools allow CRM products to:
• Measure the effectiveness of sales and marketing activities and return
on investment of the system;
• Assess sales strategy based on information such as discount sales
analysis and pipeline status;
• Evaluate customer service performance; and
• Analyze profitability by customer or channel.
4.6.5. eCRM
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The rise of e-business has also given rise to electronic CRM (eCRM).
eCRM provides companies with a means to conduct interactive,
personalized and relevant communications with customers across both
traditional channels and the Internet. eCRM includes eMarketing, eSales,
eCare, eWarehousing and eProfiling (see Figure 4.9). According to the
META Group, the eCRM software market is expected to grow 42% this
year, reaching $10 billion by 2002.
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