How to leverage internet of things data to generate benefits for sales and marketing

Andrea Ahlemeyer-Stubbe
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Andrea Ahlemeyer-Stubbe: Director Strategic Analytics, servicepro GmbH, Germany

Applied Marketing Analytics: The Peer-Reviewed Journal, 2020, vol. 5, issue 3, 233-242

Abstract: Across a variety of industries, companies both large and small are leveraging the flood of data generated by the internet of things (IoT) to develop new business models, initiate disruptive innovations and open up new sources of revenue. This paper explores how sales and marketing functions, in particular, can benefit from IoT data. Using concrete examples from the areas of smart homes and wearables, connected cars and smart factories, the paper describes the data generated in each area, shows opportunities for value creation, and explains some essential technologies, methods and skills as well as critical success factors.

Keywords: IoT; connected car; smart home; wearables; smart factory; industry 4.0; sales and marketing; analytics; data mining; predictive modelling; data-driven marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2020:v:5:i:3:p:233-242

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