Abstract
In the last issue of Interactive Marketing the author wrote about the background and experiences during the implementation of CRM in a German bank. The basis first of all was the technical infrastructure and the set-up of a data warehouse. Then internal data originating from the source systems of the bank which were connected with the different channels of distribution and communication were collected and prepared. Subsequently these data were enriched with external information and are now serving as the foundation for appropriate analyses and campaign management. The second part now describes the necessity to analyse the existing customer data to point out trends and customer behaviour patterns. Examples show how to exploit this knowledge in customer campaigns.
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