고객관계관리 시스템에서의 이벤트 구조

Abstract

As a solution for offering 1:1 personalized services in CRM, the event-driven marketing has lately attracted considerable attention. However, since any classification system for events able to involve all the event types has not been prepared, many marketing opportunities could be lost. Also, it is a problem that no concrete information structure for event is defined, so that it sometimes causes incorrect marketing actions. In this paper, to present an alternative to solve the problems above, we first define the event conceptually and build an inheritance model for representing event classification system. In addition, we derive critical elements such as customer, channel, and marketing action that should be considered simultaneously when an event occurs, then propose a concrete information structure of event by analyzing collaborations between such elements and the event.