Title: Applying customer intelligence in marketing: a holistic approach

Authors: Nguyen Anh Khoa Dam; Thang Le Dinh; William Menvielle

Addresses: Faculty of Project Management, The University of Danang, University of Science and Technology, Danang, Vietnam ' School of Business, Université du Québec à Trois-Rivières, Québec, Canada ' School of Business, Université du Québec à Trois-Rivières, Québec, Canada

Abstract: Enterprises have started to adopt and apply customer intelligence, which is acquired through the support of business analytics to capitalise on big data, to optimise marketing decisions. However, little research focuses on holistically applying customer intelligence from defining and acquiring the right type of customer intelligence to applying and evaluating it for optimal outcomes. This paper presents a comprehensive approach to value creation from customer intelligence in marketing. Adapted from Bloom's taxonomy, the proposed approach significantly contributes to identifying the six levels of applying customer intelligence in marketing, including defining relevant types of customer intelligence, building appropriate strategies, identifying customer data, understanding customer analytics, setting key performance indicators for the evaluation purpose, and creating value through business questions and the interactive dashboard.

Keywords: customer intelligence; marketing decisions; holistic approach; big data; interactive dashboard.

DOI: 10.1504/IJADS.2024.137003

International Journal of Applied Decision Sciences, 2024 Vol.17 No.2, pp.206 - 229

Received: 27 Jul 2022
Accepted: 22 Sep 2022
Published online: 01 Mar 2024 *

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