Customer Data Management in CRM-Based E-Commerce Systems to Support Digital Marketing Strategies
Keywords:
Customer Data Management, CRM, E-Commerce, Digital Marketing, Data-Driven Strategy, Customer Segmentation, PersonalizationAbstract
The rapid expansion of e-commerce platforms has generated unprecedented volumes of customer data, creating both opportunities and challenges for digital marketing. Despite widespread Customer Relationship Management (CRM) adoption, significant gaps persist between data collection capabilities and strategic utilisation due to fragmented architectures and poor data quality. This study investigates how structured Customer Data Management (CDM) within CRM-based e-commerce systems supports digital marketing strategy outcomes. Employing a mixed-methods design integrating systematic literature review with empirical analysis of three Indonesian e-commerce companies over 24 months (2022–2024), the study demonstrates that CDM implementation improved data completeness by 54.2%, reduced duplicate records by 87.6%, and increased marketing conversion rates by 142.1%. Customer retention rates improved by 26.4% and customer lifetime value by 56.1%. A novel five-layer CRM-CDM architecture is proposed, aligning data governance, segmentation, personalisation, and omnichannel execution. These findings contribute theoretical and practical advances to CRM integration literature, particularly within Southeast Asian emerging digital markets.
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Copyright (c) 2026 Aisyah Mutia Dawis, Riska Suryani, Eko Prasetyo, Ramlah P, Jumriati, Muhammad Al Ashari
This work is licensed under a Creative Commons Attribution 4.0 International License.
