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Customer relationship management analytics (CRM analytics) refers to applications used to evaluate an organization’s customer data to facilitate and streamline business choices. CRM analytics also may be used for online analytical processing (OLAP) through the use of data mining.
CRM analytical tools use a variety of applications that help measure the effectiveness of customer related processes and ultimately provide customer categorization, such as profitability analysis, event monitoring, what-if scenarios and predictive modeling.
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