Analytics and Performance Measurement Frameworks for Social Customer Relationship Management

Abstract

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.

Design and Implementation of Hadoop-based Customer Marketing Big Data Processing System

“…Big data era such consumer insights developed to a new stage in the past was no conclusion can be obtained using a large data analysis, data acquisition, storage, analysis and utilization to provide different levels and a deeper degree of recommendation (Figure 2). For example, network search platform has a huge consumer search for information, companies can conduct searches based on consumer search platform to provide consumer insight, which is based on a new technology for big data insights through the analysis of consumer search data real-time insight into consumer demand and analyzing the demand, and ultimately effective marketing strategy [16]. To promote the development of enterprises, to achieve the brand and market objectives of the enterprise…”