Analysis of OLAP-based CRM Development Strategies and Effects

OLAP 기반의 CRM 개발전략 및 효과에 관한 연구 유통산업의 사례를 중심으로

For a continuous revenue increase, a new scheme to increase sale volume is a necessity. This new scheme is based on a revaluation of the customer value for the sake of the future of a company. The concept and use of CRM and OLAP(On-Line Analytical Processing) are introduced in this report. The effectiveness of OLAP-based CRM is demonstrated through a case study of a typical retail company. The research suggests the need for the establishment of a marketing strategy to build a long-term relationship with individual customers. The needs for a scientific and systematic analysis of the industry, competitors and customers are elaborated.