Overlaps Between Business Intelligence and Customer Relationship Management – Is There a Place for E-Commerce?

Abstract

This paper aims to determine if there is a place for e-commerce in the literature on the topic of overlaps between Business Intelligence (BI) and Customer Relationship Management (CRM), with implications in other domains such as Social Media, Big Data, and Machine Learning. Academic researchers should also aim to increase applications to e-commerce in their studies whenever there is an overlap between CRM and BI. The practical implications considered the steps for systematic review as acknowledged by the scientific world and the findings were analyzed both quantitatively and qualitatively. With the use of cutting-edge software tools specialized in reviews, the research methodology led to an empiric answer, which can be stated as this article’s contribution to scientific relevance to academics and practitioners. There is indeed a place for e-commerce in the overlaps between BI and CRM, but not in all authors’ speeches.