How can customer relationship management CRM & BI be used together and do they conflict?

About this video

• Video Title: How can customer relationship management CRM & BI be used together and do they conflict?
• Channel: IT Performs Ltd - BI Experts
• Speakers: None listed
• Duration: 00:01:42

Overview

This video explains how Customer Relationship Management (CRM) and Business Intelligence (BI) systems can be used together, highlighting potential conflicts and suggesting a collaborative approach. It focuses on the distinct roles of each system and how data exchange between them can optimize both sales/marketing and operational analysis.

Key takeaways

• CRM vs. Data Warehouse: CRM tools primarily store sales activity, while data warehouses contain customer activity from both operations and sales perspectives, leading to data overlap.
• Data Specificity: CRMs often contain prospect and marketing data not typically found in data warehouses, which focus more on operational business data.
• BI Needs: To run successful marketing campaigns, BI requires transactional customer history for analysis and targeting. This historical data resides in the data warehouse.
• System Conflicts: The differing focuses of CRM (contact activity) and data warehousing (transactional activity) can create conflicts when integrating the two systems.
• Synergistic Approach: The recommended approach involves exchanging data: activities flow into the data warehouse for operational analysis (e.g., marketing ROI), and customer data sets are sent back to the CRM to drive marketing campaigns, allowing each system to excel in its specialized function.