Graham Hill wrote a piece on Evidence-based CRM that focused on evidence-based CRM programs and it made me think about evidence-based CRM processes.
To me, evidence-based CRM means customer relationships, and thus customer treatments, that are based on evidence (data) and not judgment, hope, guesswork etc. It means

making offers that you have evidence this customer will [...]

Nina Shikaloff discussed an analytics technique that I had not heard of - Impact Modeling. Impact Modeling is a decision modeling technique. Decisions on acquiring customers - what to offer for instance - managing customers and handling difficult customers are all important and it can be tricky to identify better ones. Impact modeling is about [...]

When I talk to folks about decision management they sometimes seem intimidated by the complexity of the problem and the sophistication of organizations that have invested heavily in the approach. Here, then, are some thoughts to help you get started.

Begin - even if the first version is not perfect or even close.
Automate the decision even [...]