Data Management in Analytical Customer Relationship Management

Customer Relationship Management (CRM) is a strategy to acquire new customers, to retain them and to recover them if they defected. The corresponding CRM goals can only be achieved if the right data sources are combined. This paper discusses what external and internal data are available along the CRM process and how they support the achievement of the specific CRM goals. Starting with defining a CRM process model and the belonging goals within the CRM programs acquisition, loyalty and recovery we explain the internal data situation. From here, we derive the need for external data and how one can merge and manage the information along the CRM process. The aim is to provide a rough guideline for the selection and combination of data sources among the CRM programs and to give hints how to overcome