Data analytics applied in customer relationship management in field of segmentation, retention in start-ups

The research aims to figure out the ways data analytics applied in customer relationship management; especially in the field of segmentation and retention in start-ups. Furthermore, the research also focuses on the benefits and values that segmentation and retention offer. The research was granted permission by Eurosender and The Coffee House start-ups, located in Luxumbourg and Vietnam, respectively, to gather the information of the company in the process of implementation data analytics in segmentation and retention to improve the Customer Relationship Management. The data was gathered from primary and secondary data. In terms of secondary data, the author extracted information from books, articles, and publications. Regarding to primary data, the author carried out the in – depth with two company representatives such as Eurosender and The Coffee House. The outcome of the research could assist the start-ups in the beginning period of implementation of data analytics to have a clear picture of the ways data analytics application in segmentation and retention