What is analytical CRM?

Analytical CRM (Customer Relationship Management) denotes the systematic electronic analysis of collated customer data. Customer data is defined as contact data, customer properties and information derived from both online and offline behavior. Market research data is collected and analyzed just as customer behavior is analyzed with respect to the shops they enter and the purchases they make. Contrary to operative CRM, analytical CRM focuses on the exact analysis and enrichment of all data. This means that data is not just collected, but runs through various processes to glean valuable information.

Analyzing the customer’s information and data in-depth to find out the essential convention and intention of customers' behaviour to capitalize for the organization, is known as analytical CRM5. Generally, there are two kinds of CRM4, namely Operational CRM4 and Analytical CRM. Analytical CRM is the back-end work or analysis that is done, without directly dealing with customers. It is a solid and consistent platform which provides analytical applications to help predict, scale and optimize customer relations. On the other hand, operational CRM is where automation of marketing, sales-force and services are done by direct interaction with customers and determining customer’s need.