Enterprise Data Integration for Customer Relationship and Sales Performance Monitoring

This study examines enterprise data integration for monitoring customer relationships and sales performance within organizational information systems. Organizations store customer interaction data, sales transactions, marketing records, and service information across multiple platforms, which restricts unified analysis. The research proposes a framework that combines these heterogeneous datasets within a centralized analytical environment. The methodology applies integration processes and analytical models to evaluate key indicators, including customer retention rate, sales growth rate, and customer lifetime value. The integrated dataset allows analysis of the relationships between customer engagement patterns and revenue outcomes. The results indicate that an integration of CRM, sales, marketing, and service data provides a holistic view of customer behavior and performance trends. The proposed monitoring model produces analytical indicators that support evaluation of customer relationships and sales outcomes within a unified structure. The findings indicate that integrated enterprise data supports consistent performance evaluation compared to isolated systems. The study presents a structured framework for enterprise data integration and monitoring that supports analytical assessment of customer engagement and sales performance within organizational environments.