Extracting MR Samples From Large CRM Databases
Robert JacobBarclays Bank PLCMark KatzCenturion Marketing Systems Ltd andJulian Simpson Centurion Marketing Systems Ltd
SAMPLING FROM A CRM DATABASE OVERVIEW
The Problem
Most companies now have CRM systems, but rarely are they used to support the provision of market research sample. Why is this? It is difficult to extract regular and reliable MR sample from a CRM/marketing data warehouse because:
- Data is usually in disparate databases and/or difficult to access.
- Contact history is often not stored (in sufficient detail).
- Generalised tools are simply not available...