Strategic Insights

9 Managing Insights

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Managing and Storing Data

Upon conducting the research and compiling the findings, it is essential to keep track and format the information so that it may be easily accessible. A CRM system, or similar robust record-keeping programs, are useful tools that can be used to manage varied amounts of data which can then be configured to produce the insights the organization intends to develop.

Example: Survey Data Management

A Vancouver non-profit organization wants to find out how their organization can become more representative of BIPOC. The NPO decides to conduct a series of online questionnaires determining how their clients perceive their current services using a rating system of 1-5. At the beginning of the survey, qualifying questions were asked including their name, preferred gender, age, marital status, education, and association with black, indigenous, and minority communities.

The data from the survey is then inputted into a CRM system where the answers are compiled into categories that provide an overview of the information surveyed. The CRM system cross tabulates the data based on gender, age, and culture with the results that show whether the company is fully inclusive or have areas where they can improve.

The CRM system is especially effective at helping to surface a marketing problem, and it can provide the internal data needed for an analysis, which in turn is used to solve the problem. An effective CRM system should be designed and used to capture data across all of the organization’s touchpoints. The information in the system should also be updated regularly in order to produce accurate results.

In addition to bringing together disparate customer data, CRM systems can recommend an analytical approach and provide research tools to complete the analysis. Many CRM systems have mechanisms for reporting results, orchestrating plans for taking action on the results, and even evaluating the effectiveness of those actions.

Resources: Free CRM Tools

Below is a list of free CRM tools to help manage data and consolidate it into useful information for management: – HubSpot is an industry known company that provides digital marketing services for all organization sizes and allows you to monitor and analyze data effectively. Products include CRM plans for sales teams, marketers, small businesses, and more. – Zoho provides a full CRM platform and has been awarded for their services. It is free to sign up and allows up to 10 users for their initial start-up plan. – includes a self-serve knowledge base with 24-hour customer support. It allows for a free account for as long as needed with up to four users at a time.



This page contains material taken from:

Palacios, Ricardo Colomo, Berbís, Juan Miguel Gómez, & Crespo, Ángel García. (2007). An integrated methodology for customer relationship management customization. JISTEM – Journal of Information Systems and Technology Management4(3), 287-300.



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An Open Guide to Integrated Marketing Communications (IMC) Copyright © by Andrea Niosi and KPU Marketing 4201 Class of Summer 2020 is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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