A framework for improved CRM analytics

David Harding and Edgar Ortiz

This paper focuses on helping CRM and analytics managers choose the analytic approaches and tools that best match an organization's readiness to receive and use them.

A Framework For Improved CRM Analytics

Edgar OrtizandDavid HardingMcKinsey & Company

CRM: Business Rationale

Organizations that embark on CRM programs do so with expectations of addressing and solving several typical marketing 'pains':

  • inefficient customer acquisition, cross-selling and retention programs;
  • information systems that do not present data in a customer centric manner;
  • uncoordinated customer communications;
  • weak integration of...

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