Data-driven intelligence for SME e-business : a marketing and sales perspective

• Recommendation systems are coveted intelligence systems in e-business that provide benefits such as automated cross- and up-selling. However, they have so far been impractical to adopt in SME contexts characterized by scarce transaction data. Based on an SME case study, we demonstrate how SMEs can overcome three fundamental barriers to adopting recommendation systems. Large-scale simulation and modelling techniques are the key to success.

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Keyword

business model

recommendation system

external data

marketing campaign

transaction data

Marketing

Marknadsföring

Business administration

Företagsekonomi

Publication and Content Type

ref (subject category)

art (subject category)