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Business Intelligence by Jerzy Surma

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5.2 Customer Intelligence and Data Mining

The development of direct marketing along with the application of e-business and BI technologies resulted in the emergence of a subdiscipline of marketing based on client analysis, which is called customer intelligence (CI). One may interpret this as the analytical processing of data about a client for marketing purposes. This approach entails the collection, analysis, and use of data about a client. The client’s behavioral history is investigated in order to determine his or her profile, preferences, and needs. This serves as the basis for the creation of a marketing message customized for a specific client. The main areas of support for marketing client analysis by BI techniques within CI are as follows: ...

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