Nowadays, the data scarcity problem has been supplanted by the data deluge problem. Marketers and Customer Relationship Management (CRM) specialists have access to rich data on consumer behaviour. The current challenge is effective utilisation of these data in CRM processes and selection of appropriate data analytics techniques. Data analytics techniques help find hidden patterns in data. The present paper explores the characteristics of data analytics as the integrated tool in CRM for sales managers. The paper aims at analysing some of the different analytics methods and tools which can be used for continuous improvement of CRM processes. A systematic literature has been conducted to achieve this goal. The results of the review highlight the most frequently considered CRM processes in the context of data analytics.
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