Information technologies of analyzing customer database of insurance company in terms of long-term customer value

The article focuses on the importance of the reliable customer database and financial stability of the insurance company, which form the basis for sustainable development in conditions of market economy. To ensure stable market positions it is necessary to monitor and analyze the customer database regularly. There are several methods of studying the customer database of the company. The indicator of assessment of the long-term buyer value based on open information in insurance company has been considered. For calculating this indicator there is applied an integrated approach using a customer relationship management system and analytical platform: the data storage is designed, scenarios of loading and processing information in storage are developed. The formula of calculating the indicator of lifelong profitability of a buyer is offered, the received results are analyzed. The considered indicator will allow the company’s authority to obtain more complete information about the activity of the company, to define development perspectives for the future, to make management decisions on reducing the outflow of clients and increasing their profitability.