In CRM (customer relationship management) the term customer analytics also called CRM analytics is used to describe an automated methodology of processing data about a customer in order to make better business decisions.
Customer analytics exploits behavioral data to identify unique segments in a customer base that the business can act upon. Information obtained through customer analytics is often used to segment markets, in direct marketing to customers, predicate analysis, or even to guide future product and services offered by the business.
Customer analytics is considered to be a type of OLAP (Online Analytical Processing), a category of software tools that provides analysis of data stored in a database. It is also an important element of a CRM system.
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