USING BIG DATA ALGORITHMS IN CRM SYSTEMS

Khomutinnikov Maksim Andreevich

The article is devoted to the analysis of the possibilities of using big data processing algorithms in CRM systems. The relevance of the topic is due to the growing digitalization of business and the need for personalized interaction with customers based on the analysis of data arrays. This paper examines the key Big Data algorithms used in CRM, their impact on improving the accuracy of forecasting customer needs, automating marketing processes, and improving the quality of service. The main purpose of the article is to identify the advantages and prospects of using Big Data algorithms in CRM systems. The research provides examples of using machine learning, data mining, and predictive analytics to segment customers, predict their behavior, and optimize business strategies. The results of the article can be useful for companies seeking to increase customer orientation, reduce marketing and sales costs, and improve the quality of management decision-making based on the analysis of large amounts of data.

Keywords:CRM system, big data, digitalization, automation, service, Big Data algorithms, marketing