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CroDiM : International Journal of Marketing Science, Vol. 2 No. 1, 2019.

Professional paper

BIG DATA CRM IMPLEMENTATION

Pero Batinić ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Damir Dobrinić orcid id orcid.org/0000-0002-8489-2688 ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia

Full text: croatian pdf 894 Kb

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Abstract

„Big Data“ and CRM are terms that are being increasingly used and implemented in businesses. Each term by itself has greatly influenced the development and changes in marketing and in all other functions in businesses. “Big Data” refers to the way of collecting large amounts of data from different sources that are later on stored, processed and properly extracted in order to make timely and good decisions. CRM, on the other hand, is a complex system of operations that, through established close rapport with customers strives to grow the value and business reputation. This paper aims to present both systems as a whole in business, as well as their compatibility and the possibility of joint action in creating a better and more efficient business.

Keywords

Big data; CRM; databases; Big data CRM

Hrčak ID:

234546

URI

https://hrcak.srce.hr/234546

Publication date:

1.3.2019.

Article data in other languages: croatian

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