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The proposed framework aims at supporting enterprises to identify the right customer data for the right customer intelligence corresponding with the right marketing decisions. In this light, four types of customer intelligence are clarified including product-aware intelligence, customer DNA intelligence, customer experience intelligence, and customer value intelligence. The applications of customer intelligence are also elucidated with relevant marketing decisions to maximize value creation. To illustrate the framework, an example is presented. The importance and originality of this study are that it responds to changes in customer intelligence in the age of massive data and covers multifaced aspects of marketing decisions. <\/jats:p>","DOI":"10.1142\/s2196888822500208","type":"journal-article","created":{"date-parts":[[2022,4,12]],"date-time":"2022-04-12T16:38:09Z","timestamp":1649781489000},"page":"349-368","source":"Crossref","is-referenced-by-count":11,"title":["The Quest for Customer Intelligence to Support Marketing Decisions: A Knowledge-Based Framework"],"prefix":"10.1142","volume":"09","author":[{"given":"Nguyen Anh Khoa","family":"Dam","sequence":"first","affiliation":[{"name":"Universit\u00e9 du Qu\u00e9bec \u00e0 Trois-Rivi\u00e8res, Trois-Rivi\u00e8res, Qu\u00e9bec G8Z 4M3, Canada"},{"name":"The University of Danang, University of Science and Technology, Vietnam"}]},{"given":"Thang Le","family":"Dinh","sequence":"additional","affiliation":[{"name":"Universit\u00e9 du Qu\u00e9bec \u00e0 Trois-Rivi\u00e8res, Trois-Rivi\u00e8res, Qu\u00e9bec G8Z 4M3, Canada"}]},{"given":"William","family":"Menvielle","sequence":"additional","affiliation":[{"name":"Universit\u00e9 du Qu\u00e9bec \u00e0 Trois-Rivi\u00e8res, Trois-Rivi\u00e8res, Qu\u00e9bec G8Z 4M3, Canada"}]}],"member":"219","published-online":{"date-parts":[[2022,4,11]]},"reference":[{"key":"S2196888822500208BIB001","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2014.10.007"},{"key":"S2196888822500208BIB002","doi-asserted-by":"publisher","DOI":"10.1016\/j.bdr.2015.01.005"},{"key":"S2196888822500208BIB003","doi-asserted-by":"publisher","DOI":"10.1016\/j.ipm.2017.10.005"},{"issue":"2","key":"S2196888822500208BIB004","first-page":"101","volume":"15","author":"Anshari M.","year":"2019","journal-title":"Appl. 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