Integrasi Database Pelanggan, Data Mining, dan Analytics Sebagai Fondasi Pengambilan Keputusan Dalam Electronic Customer Relationship (ECRM)

Abstract

The development of information technology has encouraged companies to implement eCRM as a strategy for managing customer relationships more effectively and in a data-driven manner. The success of eCRM implementation is highly influenced by a company's ability to manage customer databases, utilize data mining, and apply analytics in an integrated manner. This study aims to analyze the role of customer databases, data mining, and analytics, as well as the integration of these three components as the foundation for decision-making in eCRM. This research employs a literature review method with a qualitative descriptive approach. The results show the integration of these three components enables companies to implement more personalized customer relationship strategies, improve service quality, strengthen customer loyalty and retention, and support effective data-driven decision-making.