OLAP Technique - An It&C Support for Marketing Managers Decision-Making Process (Case Study: Sales Multidimensional Analysis Applied in Hotel Services Industry)

摘要

In order to generate the enthusiasm and implicitly, the customers loyalty, every organization must efficiently manage a marketing database The information stocked in the databases (gathered by means of the direct contacts with the sales representatives, as a result of some marketing researches, registrations on the companies' websites, etc) allow an efficient management of the customers' portfolio, the determination of a customer profile and an efficient position of the offers on the market by means of the on-line analytical processing (OLAP) technique. In this paper, we emphasize the main capabilities of a CRM software that we developed and applied on the customers' portfolio of a Romanian hotel. The multidimensional analysis of the sales applied to the information about customers stored in the software's database using OLAP technique provides a real support for the marketing managers' decision making process. By testing the functions of this software, we reveal the possibilities to create a personalized CRM strategy, to determine customers' profitability using a RFM model and to determine the best offer positioning, taking into account the distribution of sales according to the most important segmentation criteria, using online analytical processing.