This month I continue to look at the value proposition for the CRM-ready data warehouse in support of customer contact centers – the first of many major customer interaction systems I'll be reviewing. In my July column, we looked at the first category of value for contact center data: managing customer relationships for increased revenue. This month I'll take a look at four other areas of value for this data.

Because marketing promotions are costly, they must pay off. By collecting detailed data about contacts, including sales, and correlating the data to individual campaigns, promotions and offers, businesses can measure and improve the effectiveness of their marketing efforts. Business managers can compare sales from one promotion to the next or compare sales during promotion periods to sales during periods without promotions. Or, they can send promotional materials to one group of customers but not to another and compare the results.

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