OLAP technique, an It and C support for marketing managers decision-making process : case study: sales multidimensional analysis applied in hotel services industry
Part of : WSEAS transactions on business and economics ; Vol.6, No.2, 2009, pages 63-72
Issue:
Pages:
63-72
Abstract:
In order to generate the enthusiasm and implicitly, the customers loyalty, every organization mustefficiently manage a marketing database The information stocked in the databases (gathered by means of thedirect contacts with the sales representatives, as a result of some marketing researches, registrations on thecompanies' websites, etc) allow an efficient management of the customers' portfolio, the determination of acustomer profile and an efficient position of the offers on the market by means of the on-line analyticalprocessing (OLAP) technique. In this paper, we emphasize the main capabilities of a CRM software that wedeveloped and applied on the customers' portfolio of a Romanian hotel. The multidimensional analysis ofthe sales applied to the information about customers stored in the software's database using OLAP techniqueprovides a real support for the marketing managers' decision making process. By testing the functions of thissoftware, we reveal the possibilities to create a personalized CRM strategy, to determine customers'profitability using a RFM model and to determine the best offer positioning, taking into account thedistribution of sales according to the most important segmentation criteria, using online analyticalprocessing.
Subject (LC):
Keywords:
CRM software, online analytical processing, sales multidimensional analysis, hotel services management
Notes:
Περιέχει γραφήματα, πίνακες και βιβλιογραφία
