A study of CRM data analytics on marketing strategy: Evidence from a financial services firm in Abuja, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Customer Relationship Management (CRM) data analytics has emerged as a cornerstone of modern marketing strategy, enabling firms to understand consumer behavior and tailor their offerings accordingly. In Abuja, Nigeria, financial services firms are increasingly leveraging CRM analytics to segment customers, predict trends, and develop personalized marketing strategies that drive engagement and revenue (Udeh, 2023). By analyzing vast amounts of customer data, firms can identify patterns and trends that inform decision-making, optimize campaign performance, and improve customer retention. CRM data analytics offers insights into customer preferences and behaviors, providing a robust framework for developing targeted marketing initiatives that align with strategic business objectives. Despite the clear benefits, challenges such as data integration, quality assurance, and the need for skilled analysts often hinder the effective use of CRM analytics (Afolabi, 2024). This study examines the role of CRM data analytics in shaping marketing strategy for a financial services firm in Abuja, evaluating its impact on campaign effectiveness and overall business performance (Nwankwo, 2025).
Statement of the problem
Financial services firms in Abuja face significant challenges in fully harnessing CRM data analytics to inform their marketing strategies. Issues such as fragmented data, inconsistent quality, and the lack of technical expertise impede the translation of analytics into actionable marketing insights (Udeh, 2023). This study aims to explore the gap between CRM data analytics capabilities and practical marketing strategy implementation, identifying key obstacles and proposing solutions to optimize data-driven decision-making (Afolabi, 2024).
Objectives of the Study
To assess the impact of CRM data analytics on marketing strategy formulation.
To identify challenges in the implementation of CRM analytics in financial services.
To recommend strategies for enhancing data-driven marketing initiatives.
Research Questions
How does CRM data analytics influence marketing strategy in financial services?
What challenges hinder effective CRM analytics implementation?
How can CRM data analytics be optimized to improve marketing performance?
Significance of the study
This study is significant as it elucidates the crucial role of CRM data analytics in shaping effective marketing strategies for financial services firms. Its findings will assist decision-makers in Abuja in refining their data-driven marketing approaches, leading to improved customer engagement and revenue generation. The research contributes to the field of digital marketing by providing practical insights and recommendations for leveraging CRM data analytics (Nwankwo, 2025).
Scope and Limitations of the Study
This study is limited to examining the impact of CRM data analytics on marketing strategy within a financial services firm in Abuja, Nigeria.
Definitions of Terms
CRM Data Analytics: The process of collecting, analyzing, and interpreting customer data to inform business decisions.
Marketing Strategy: A comprehensive plan designed to promote and sell products or services.
Financial Services Firm: An organization that provides financial products and services to individuals and businesses.
Related Project Materials
EXPLORING SOCIAL SPACES FOR INFORMATION ACTIVITIES AMONG SOCIAL ACTORS AT MAI-SHAYI JOINTS (TEA SHOPS) IN SAMARU COMMUNITY, KADUNA STATE, NIGERIA
ABSTRACT
This study explored the social spaces in Hausa communal setting from the perspective of social actors in tea shops in Samaru Com...
A review of interactive webinars on B2B lead generation: Evidence from a software solutions provider in Lagos, Nigeria
Background of the study
Interactive webinars have become an increasingly popular tool for B2B lead generation, particula...
Implementation of a Secure Authentication System for E-Learning Platforms in Kano Municipal, Kano State
Background of the Study
E-learning platforms have revolutionized education by providing flexible and ac...
An exploration of social media micro-targeting on advertising effectiveness: A case study of a tech startup in Kano, Nigeria
Background of the study
Social media micro-targeting has revolutionized digital advertising by enabling marketers to del...
An Investigation into the Effectiveness of School Feeding Programs on Child Nutrition in Sokoto State
Background of the Study
School feeding programs have emerged as a critical intervention to address child malnutrition and improve educati...
The impact of innovation policies on Nigeria’s competitiveness: An evaluation of initiatives in Abuja.
Background of the Study :
Innovation policies are central to enhancing a country’s global competitiveness by promoting technologica...
An investigation of consumer perceptions of data security in digital advertising: A study of a social media platform in Lagos, Nigeria.
Background of the study
Digital advertising has become a vital tool for social media platforms to deliver targeted...
IMPACT OF ADULT EDUCATION ON MENTAL HEALTH
Abstract: The impact of adult education on mental health was examined in this study to understand how educational engagement influences psycho...
An Investigation of Emergency Nursing Interventions During Natural Disasters at Kebbi State University Teaching Hospital
Background of the Study
Natural disasters, including floods, earthquakes, and epidemics, have devastating effects on communities, leading...
FOREIGN DIRECT INVESTMENT AND ITS IMPACT ON THE DEVELOPMENT OF NIGERIAN ECONOMY (1990 – 2010)
ABSTRACT
Generally, policies and strategies of Nigerian government towards foreign direct investment are shaped by two principal objectiv...
