This chapter provides an overview of the analytics and performance measurement frameworks for social customer relationship management (SCRM). Based on a review of academic research and industry practices, the chapter discusses the limitations of traditional CRM, and the technology and analytical capabilities that support SCRM. The chapter also provides a review of existing measurement frameworks for SCRM strategies and outlines the various metrics that have been proposed and/or are currently in use as part of SCRM systems. Furthermore, in view of the opportunities and challenges of big data and the social media environment, the chapter highlights current business practices as well technology and analytics trends that facilitate the implementation and maintenance of SCRM systems.

This chapter provides an overview of the analytics and performance measurement frameworks for social customer relationship management (SCRM). Based on a review of academic research and industry practices, the chapter discusses the limitations of traditional CRM, and the technology and analytical capabilities that support SCRM. The chapter also provides a review of existing measurement frameworks for SCRM strategies and outlines the various metrics that have been proposed and/or are currently in use as part of SCRM systems. Furthermore, in view of the opportunities and challenges of big data and the social media environment, the chapter highlights current business practices as well technology and analytics trends that facilitate the implementation and maintenance of SCRM systems.

Budget constrained sponsored search advertisers must decide how to allocate their advertisement budget across ad campaigns and individual keywords. In this paper, a simulation model that integrates the complex issues involved in keyword segmentation and campaign organization is used to evaluate performance of various budget allocation strategies. Using the buying funnel model as the basis for keyword segmentation and campaign organization, we analyze Volume-based, Cost-based, and Clicks-based budget allocation strategies and evaluate their performance implications for different firms. The simulation model is empirically evaluated using four Fortune 500 companies and their keyword data obtained from a leading provider of keyword research technology. The results and statistical analyses show significant improvements in budget utilization using the proposed allocation strategies over a Baseline commonly used in practice. The study offers useful insights into the budget allocation problem by leveraging a theoretical framework for keyword segmentation and campaign management.

This chapter provides an overview of the analytics and performance measurement frameworks for social customer relationship management (SCRM). Based on a review of academic research and industry practices, the chapter discusses the limitations of traditional CRM, and the technology and analytical capabilities that support SCRM. The chapter also provides a review of existing measurement frameworks for SCRM strategies and outlines the various metrics that have been proposed and/or are currently in use as part of SCRM systems. Furthermore, in view of the opportunities and challenges of big data and the social media environment, the chapter highlights current business practices as well technology and analytics trends that facilitate the implementation and maintenance of SCRM systems.