Predictive Analytics in CRM: Embedding Insight‑Driven Models for Proactive Engagement

Volume 15 No 4 (2017)

Vikas Reddy Penubelli

DOI: 10.48047/nq.2017.15.4.NQ24040

Abstract

Predictive analytics is transforming how organizations manage customer relationships by shifting from reactive to proactive engagement. By embedding insight-driven models directly within CRM platforms, businesses can predict and preempt customer behaviors, such as churn, upselling potential, and lifetime value. This article explores the integration of predictive analytics within CRM systems and discusses its implementation, benefits, challenges, and the real-world impact it has on customer engagement strategies.

Keywords

Predictive Analytics, Customer Relationship Management, Machine Learning, Proactive Engagement, CRM Integration, Customer Retention.

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