Open Access
May 2006 Do CRM Systems Cause One-to-One Marketing Effectiveness?
Sunil Mithas, Daniel Almirall, M. S. Krishnan
Statist. Sci. 21(2): 223-233 (May 2006). DOI: 10.1214/088342306000000213


This article provides an assessment of the causal effect of customer relationship management (CRM) applications on one-to-one marketing effectiveness. We use a potential outcomes based propensity score approach to assess this causal effect. We find that firms using CRM systems have greater levels of one-to-one marketing effectiveness. We discuss the strengths and challenges of using the propensity score approach to design and execute CRM related observational studies. We also discuss the applicability of the framework in this paper to study typical causal questions in business and electronic commerce research at the firm, individual and economy levels, and to clarify the assumptions that researchers must make to infer causality from observational data.


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Sunil Mithas. Daniel Almirall. M. S. Krishnan. "Do CRM Systems Cause One-to-One Marketing Effectiveness?." Statist. Sci. 21 (2) 223 - 233, May 2006.


Published: May 2006
First available in Project Euclid: 7 August 2006

zbMATH: 05191862
MathSciNet: MR2324082
Digital Object Identifier: 10.1214/088342306000000213

Keywords: Causal analysis , customer relationship management systems , electronic commerce , matching estimator , potential outcomes , propensity score

Rights: Copyright © 2006 Institute of Mathematical Statistics

Vol.21 • No. 2 • May 2006
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