Customer Intelligence for Effective Governance and Business Control

The scientific problem and the motivating reason to conduct this research lies in the difficulty of interpreting the results of the using customer intelligence to increasing the efficiency of business management and control. This work was carried out with the Academic Supervisor – Avdeeva Zinaida Konstantinovna. The large amount of literature related to modern methods of management and control of the organization, marketing methods for analyzing clients, segmentation and assessment of their behavior and the impact of their behavior on business activities was used. The work used data from one of the sectors of the Russian market - food retailer, and also used data from an open source of Russian statistics. During work, we created, based on even a small amount of data, a target portrait of our customers, carried out segmentation based on the customer’s life cycle, calculated a number of marketing metrics and evaluated the impact of the analyzed data on various structural levels of the company’s management. We were able to summarize the results of the study, demonstrating the importance of using customer intelligence in various fields of business and give recommendations on managing the company based on calculated data.