Predictive Intelligence as a Success Factor in B2B Marketing

Thomas Geiger and Uwe Seebacher ()
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Uwe Seebacher: Institute of Management Technology (IMT)

A chapter in Marketing and Sales Automation, 2023, pp 375-393 from Springer

Abstract: Abstract Data science is currently on everyone’s lips. Buzz words such as machine learning, business analytics, deep learning and artificial intelligence are now familiar to most, but without knowing exactly what is behind them or to what extent these technologies can be transferred to their respective business to provide additional benefits. The following article uses three use cases to show how predictive intelligence contributes to success in B2B marketing.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-20040-3_24

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DOI: 10.1007/978-3-031-20040-3_24

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