Gestire il cliente con il CRM e la Business Intelligence: tra storia e dati

MANAGING CUSTOMER BEHAVIOUR BY CRM AND BUSINESS INTELLIGENCE: BETWEEN HISTORY AND DATA. In this paper we introduce some definitions concerning Customer Relationship Management and Business Intelligence and we emphasize how they can improve business strategies and performances. We show how Data Mining techniques can be used for CRM analysis, understanding customer behaviour in order to forecast future actions, improving decisions and results. We analyze the evolution of marketing, CRM and BI during the last two decades in Italy, focusing on the different characteristics of the two "waves" of CRM projects.