Integration of market research and customer analytics : a study of CRM manager perspectives
Bednall, David, Lichtenstein, Sharman and Adam, Stewart 2009, Integration of market research and customer analytics : a study of CRM manager perspectives, in ANZMAC 2009 : Sustainable management and marketing conference, Monash University, Melbourne, Vic., pp. 1-9.
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The study examined key relationships between two overlapping customer knowledge systems, Market Research (MR) and Customer Analytics (CA). Their integration can provide valuable new marketing insights. However a survey of 286 US CRM and CA managers showed that many companies do not fully integrate MR and CA. Organisations with a Prospector strategic orientation were more likely to integrate the two and judge the CA system a success. Trust between the two functions enhanced knowledge integration. This in turn was shown to make a strong contribution to the value of CA and a modest indirect contribution to firm success.
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Field of Research
150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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