IMPACT OF REAL-TIME DATA ANALYTICS AND MACHINE LEARNING IN SALESFORCE CRM FOR ENHANCED DECISION-MAKING AND BUSINESS INTELLIGENCE

Abstract

The integration of real-time data analytics and machine learning (ML) into Salesforce Customer Relationship Management (CRM) systems has revolutionized decision-making processes and business intelligence (BI) across organizations. By leveraging advanced algorithms and live data streams, Salesforce CRM enhances predictive insights, customer segmentation, and overall business performance. This paper explores the role of these technologies in transforming business operations and driving strategic decisions. We review current literature, focusing on case studies where businesses have successfully integrated real-time analytics and ML into Salesforce, resulting in increased operational efficiency and customer satisfaction. A comparative analysis is also conducted on pre- and post-implementation performance metrics, providing concrete evidence of the substantial benefits of these technologies in Salesforce CRM.