Enhancing CRM Decision-Making with HTAP: Leveraging Real-Time Analytics for Competitive Advantage

Abstract

Customer Relationship Management (CRM) systems traditionally separate transactional and analytical data into distinct layers, with transactional databases optimized for fast writes and analytical data warehouses for read-heavy queries. This separation introduces delays in analytics, hindering real-time insights and timely decision-making. Hybrid Transactional/Analytical Processing (HTAP) offers a unified solution by integrating Online Transaction Processing (OLTP) and Online Analytical Processing (OLAP) in a single system. This paper explores the feasibility of applying HTAP in CRM systems, highlighting its potential to enable real-time analytics, improve decision-making, and enhance business agility, while addressing associated challenges