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The simultaneous maturation of data management technologies like data warehousing and data mining have created the ideal environment for making customer relationship management (CRM) a much more systematic effort than it has been in the past. In this article, we describe how data analytics can be used to make various CRM functions like customer segmentation, communication targeting, retention, and loyalty much more effective. We briefly describe the key technologies needed to implement analytical CRM, and the organizational issues that must be carefully handled to make CRM a reality. 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